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Audi.

Biting wind, snowdrifts and slick ice: the new TV commercial from Audi shows how, at the beginning of winter, adverse weather conditions are the perfect environment for the Audi quattro, the car maker’s permanent all-wheel-drive system. Now visitors to the Swiss ski resort of St. Moritz can be convinced of this, albeit far away from the streets below them. The exclusive quattro Bar has just opened, directly in the Corviglia skiing region at an altitude of 2,486 meters. In the bar’s over 100 square meters is space for more than 90 guests, who can experience its full glory during both the summer and winter seasons. Watch Audis Podcast of the quattro Bar on Youtube!

fire and ice

A striking eye-catcher is provided by the ten-meter long quattro lettering by Tim John und Martin Schmitz of the Atelier für Szenografie, a 3D relief set into the elegant granite walls. Inside this relief, the history of Audi quattro is revealed by means of a series of artistic images. Visitors will recognize the iconic ski jump climbed by the Audi A6 in the legendary 1986 commercial, as well as the gallery of quattro models from the past.

Branding and art, fire and ice are all brought together in a timeless symbol for boundless freedom. The traditional concept of an Alpine ski lodge has been reinterpreted in an exciting and novel way – an invitation to enjoy the quattro lifestyle in an extraordinary setting.

Crossmedial Communicationconcept

"A car is only fast enough when you stand in front of it in the morning and find yourself frightened to unlock it." This and other quotes from legendary rally driver Walter Röhrl adorn the extensive bar interior. It is part of the communication concept inspired by SCHMIDHUBER which stretches not only as far as menus, coasters, deck chairs and branded fleecy blankets but also to a Connect Four game. Every intricate detail implicitly highlights: quattro wins!

Comprising part of a cross-media concept, a dedicated microsite boasts success stories associated with the sports coupé and links the digital community to quattro's home in St. Moritz.