Brand event as brandscape
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.
Concept + architecture:
SCHMIDHUBER, München
Communication:
Mutabor Design GmbH, Hamburg
Design of the night event:
Hagen Invent GmbH & Co.KG, Düsseldorf
General planning:
Schmidhuber + Kaindl GmbH, Munich
Photographer:
Andreas Keller, Altdorf