Brand event as brandscape

Audi.

An emotional and subtle staging of the Audi A8 as an image icon in an ideal surrounding for dealers and importers: Incorporating the advertising tagline “The Art of Progress”, a two-day event connects six locations, and follows a sophisticated dramatic composition, with the term “brand space” receiving a new dimension. The space incorporates furniture, a building, and a completely branded mountain valley. This is achieved not only through logos and taglines, but also through the use of the genius loci. The specific features of the locations have been incorporated and neatly connected to the brand. Chronology and design follow a clear dramaturgy: Emotionalizing at the Raventos winery, Delivering facts at the exhibition A8 lab, and proving facts on the Fast Track race course.

Day one

Day one: Emotionalizing at the Raventos winery: “The Art of Progress” as objets d’art. Delivering facts at the exhibition A8 lab, and proving facts on the Fast Track race course: “Vorsprung durch Technik”, the German motto adorns the valley in 5 meters high Hollywood-style lettering, stretching over a length of 100 meters, branding the whole valley while at the same time harmoniously fitting in to the landscape. A silver beam encased in white conveys the dynamics of the race course into an architectural language.

The Evening

The dining area is configured to follow the lines of the spatial geometry, and is framed by media pillars. The central stage is a catwalk. Finale: A “Liquid Lounge”, where loosely interspersed furniture appears under a 45 meters high dome, features floating “water drops” of up to 5 meters.