the Tech Bone
The new modular trade fair concept, which was developed and manufactured as acomprehensive trade-fair construction kit in 2012, could be seen at salón internacional des automóvil in Barcelona 2013 and represents his skills on a smaller exhibition space, with 1050 square meters. The architectural base element is the “Tech Bone”. It unites the attributes taken from the language of the Audi brand world into an icon and space-building element.
The brand space construction kit in Barcelona
To be able to build an Audi Brand Space at medium-sized and small trade fairs with rather minimal means was the challenge and aim of the new concept. The extremely modular system – from the smallest stand size of 500 sqm to a stand size of 1500 sqm – creates a high recognition value, while offering intelligent design flexibility to create ever new impressions and experiences, thus remaining valid over an extended period of time.
Theme Blades
Two “Theme Blades” with touch elements – four meters high and nearly four meters wide – are serving to deepen the content of the technologies »Audi e-tron« und »Audi connect«.
The basic elements - Tech-Bone, highlight stage and Theme Blades - shape the brand space and define the respective functional areas.
Overall concept, architecture and realization:
SCHMIDHUBER, München
Development graphics:
Kunzberg GmbH, Frankfurt am Main
Adaption graphics:
tisch13, München
Photographer:
Andreas Keller, Altdorf
