2023 – SCHMIDHUBER

"Future is an Attitude"

The Audi brand pavilion at Autostadt Wolfsburg

Welcome to the “House of Progress” in the heart of Wolfsburg! The pavilion, situated in Autostadt (Car City) Wolfsburg, has been completely reimagined to host Audi’s House of Progress exhibition concept, which will now come to rest here permanently.

For visitors, the concept not only brings the four brand values of digitalization, design, performance, and sustainability to life but promises a fascinating journey into the future of premium electric mobility.

Our part in this: To make Audi's brand pillars—tangible

The reconstruction of the Audi Pavilion in Wolfsburg sees the building’s existing interior receive a complete overhaul. The new exhibition concept puts a clear focus on transparency: prioritizing more space for exhibits to be showcased and fresh perspectives to appreciate them from. It’s an environment where the brand—its products and personality—meet visitors at eye level.

The exhibition begins with an aerodynamic projection onto the RS e-tron GT—making a bold statement about Audi’s vision of tomorrow. The installation comprises an audio signal captured on film that adjusts to the volume, intensity, and dynamic around the car. This ensures the vehicle and the theme of performance both steal the limelight.

Our promise: progressive design

In the open rotunda that connects two exhibition levels (first floor and entrance) stands the Blog of Progress—the Pavilion’s center piece. Content, here, is generated from media posts relating to the Audi brand and its priorities—appearing dynamically in real-time.

Highlight exhibits

In addition to the Blog of Progress, a number of fresh exhibits have been developed that highlight Audi’s four values and immerse visitors in a multi-sensory experience. Take the Sustainability Table: This exhibit showcases the importance of sustainable cooperation by inviting visitors to gather around it and learn more about the circular economy.

All in all, a rich combination of media presentations and exhibits with interactive haptics give visitors unique insight into the design processes at Audi.

“Our mission was to create a 360° customer brand experience for Audi. SCHMIDHUBER know better than most that this requires well-crafted interplay between digital, physical and hybrid layers—each one linking to and communicating with one another.

The combination of exhibition vehicles blended with spatial projection mappings, as well as the diverse range of interactive exhibits, bring the Audi brand to life. Visitors will certainly be able to leave the exhibition and say, “I know what Audi represents!”.”

Frederick Schultz | Design Director SCHMIDHUBER

100% impact

True to its own philosophy, the House of Progress has sustainable design in its DNA and need never be rebuilt again. Instead, all the digital content, spotlight cars, current products, and furniture can be easily changed out. Keeping things fresh but not wasteful.