2025 – SCHMIDHUBER

Feel Audi

Feel Audi at the IAA mobility

In an increasingly complex world, Audi is uncompromisingly committed to clarity. This idea will be visible at the IAA Mobility 2025 with the immersive installation ‘Feel Audi,’ which reflects a new design philosophy. Besides a new design for future models, the philosophy also represents the next milestone in the company’s transformation.

A tribute to Audi's history.

Audi does not simply showcase vehicles, but rather the essence of the brand – condensed into attitude and future vision. This is not a traditional trade fair appearance, but a new form of brand presentation. Architecture becomes communication.

Space becomes language. A journey from iconic moments of the past to the clarity of today. Minimalism not as a stylistic device, but as a principle.

You can't describe Audi with words.

The Audi Pavilion presents the boldest ideas in Audi’s history and, at the same time, the next big step: the Audi Concept C. A manifesto of the new design language – visible in the vehicle and in the stand concept.

The result: an immersive visitor experience and a powerful statement for the future.

„Our new portfolio and design language mark the next steps in the company’s continuing evolution. By focusing on what truly matters – across products, processes, and structures – we’re creating space for innovation.”

Gernot Döllner | Audi CEO

Photos © Antonis Hadjimichael, London

Weitere
Projekte

Projekte, Inhalte und Themen, die sie auch interessieren könnten:

Progress you can feel

AUDI | IAA mobility

House of Progress Vienna

Audi | HoP Vienna

New Brand Design

Volkswagen

The Audi Ring

Audi | IAA

Offene
Fragen?

Ruf uns an:
+49 89 157997-0
Oder schreib uns:
info@schmidhuber.de

Audi Brand in Space Guideline

Audi takes a clear stand for progress. With a high degree of flexibility and bold use of key elements, its progressive premium attitude is visible across all channels. The Audi CI Portal is a direct, straightforward way to approach the Audi brand from a design perspective. It is a living style guide that is continuously expanded across touchpoints.

Everything that Audi’s marketing department plans and implements in space is also regulated in the CI Portal. This is how the Audi Brand in Space Guideline came about – in a very close partnership between Audi and SCHMIDHUBER, characterised by many years of collaboration. We have now implemented it many times – and look proudly to Wolfsburg, Vienna, Tokyo and many other locations around the globe!

Progress you can feel

The Audi Brand in Space Guideline embodies the brand attitude of ‘Progressive Premium’ from start to finish. The design of every Audi brand space worldwide is based on three core parameters: minimalistic, clear and human-centric.

“Clear, tidy and no frills: We focus on the essential elements.”

REDUCED

Audi’s interior design is characterised by a minimalist design language. This allows us to focus on the messages we want to convey to visitors. Views and paths are guided in a subtle yet targeted manner, without restricting freedom of movement or dictating how visitors move through the space.

Audi House of Progress – IAA mobility 2025

Photos © Antonis Hadjimichael, London

“The Audi brand space is staged clearly and unambiguously: The rings should be placed so that they are recognisable to the visitor from all important angles.”

CLEAR

“Progressive Premium” is reflected in the spatial and physical brand experience we provide our visitors with. In terms of brand messaging, this means communicating the essentials clearly instead of overloading the space with content.

Audi House of Progress – Markenpavillon in Wolfsburg

Photo © Raphael Olivier

“The Audi brand space is set up to deliver on the visitors’ need for a real brand experience. Progressive Premium forms the basis of every design element and creates a high-end, inviting atmosphere.”

HUMAN CENTRIC

In our brand space, it translates into clear and open areas where visitors can feel welcome, enjoy spending time and interact with the brand naturally.

Audi House of Progress in Wien

Photo © F.List GmbH

Photos © AUDI AG, unless otherwise specified.

Weitere
Projekte

Projekte, Inhalte und Themen, die sie auch interessieren könnten:

Future is an attitude

Audi | HoP Wolfsburg

Audi House of Progress Tokyo

Audi | HoP Tokyo

Celebration of Progress

Audi | Digital Launch

Offene
Fragen?

Ruf uns an:
+49 89 157997-0
Oder schreib uns:
info@schmidhuber.de

Inspired by Future. Driven by Technology.

AUMOVIO is more than just a new name. It’s the dawn of a new era. An independent brand that rethinks future technologies – and will bring them to life for the first time at IAA Mobility 2025. It’s not a typical trade fair appearance. But a three-dimensional brand statement. A clear brand identity in space – visible, tangible, confident.

“Logo, color gradient, LED lighting: everything here is in motion. Everything speaks AUMOVIO. With this presentation, we can set up our client as a dynamic, young brand – in flux, constantly evolving, ready for the next step. A great success.”

Martin Wiedenmann | Associate Partner SCHMIDHUBER

Ready when you are.

The ‘Boulevard of Inspiration’ becomes the main axis of the presentation. Key visuals, technologies and narratives converge to form a walk-in vision of the future. The focus is on the Adaptive Vehicle – a sculptural show car and projection surface for the brand.

The result is a next-generation technology park with a modular structure, scalable content and space for exchange: Future Café, Partnership Lounge, Gate to Future Mobility.

Fotos © SCHMIDHUBER

Weitere
Projekte

Projekte, Inhalte und Themen, die sie auch interessieren könnten:

Feel Audi

AUDI | IAA mobility

Next Level Vaillant

Vaillant | ISH

You Win!

Trumpf | Euroblech

Future is an attitude

Audi | HoP Wolfsburg

Offene
Fragen?

Ruf uns an:
+49 89 157997-0
Oder schreib uns:
info@schmidhuber.de

Go for Solution P

We didn’t just come up with one campaign for Palfinger – we summed up a whole new way of thinking: from machine builder to solution provider. Solution P turned into an international brand and communication campaign that links strategy, content and space – as a vision for the future you can physically experience.

From brand to movement

As the lead agency, we were responsible for the brand strategy, campaign structure, messaging and creative concept – integrated across all touchpoints. Solution P was developed as a global narrative and unfolds its full potential at the most emotional interfaces between brand, product and people.

Campaign becomes space

BAUMA 2025 is the highlight so far: Solution P became a platform for innovation, exchange and presentation. In a modular, reusable environment, the campaign turned into space – immersive, multimedia, international.

‘We created physical communication. We didn’t just define a message – we also created the right space for it.’

Armin Schlamp | Director Global Marketing & Communication, PALFINGER AG

Weitere
Projekte

Projekte, Inhalte und Themen, die sie auch interessieren könnten:

Inspired by Future. Driven by Technology.

Aumovio | IAA

Next Level Vaillant

Vaillant | ISH

There is no place #LikeABosch

BSH Bosch | IFA

Offene
Fragen?

Ruf uns an:
+49 89 157997-0
Oder schreib uns:
info@schmidhuber.de

Next Level Vaillant

NEXT LEVEL VAILLANT

At ISH 2025, Vaillant presented itself not only as a premium supplier of heating and energy systems, but also as a progressive partner in the energy transition. “Next Level Vaillant” transformed the trade fair appearance into a systemic brand experience – spatially, conceptually, and communicatively.

Making complexity tangible.

Architecture, interaction, and communication merge into a systemic statement. Colours, guidance systems, open structures, modular solution islands, and a kinetic sculpture in the centre make complexity spatially tangible. This creates orientation through design.

The stage in the center is the 360°-visible point of reference, opening up the space to thematic islands, exhibits, and dialogue zones. A sculptural figure translates movement, change, and energy flow into form, light, and rhythm.

„Es ist Zeit für uns als führender Hersteller ein Statement abzusetzen. Für Klimaneutralität und Energieeffizienz.

Mit unserem Next Level Beratungsansatz begegnen wir unseren Besucher:innen auf Augenhöhe und zeigen verständlich das “Mehr” von Vaillant: Partnerschaft, Innovation – und der Mut, neue Wege zu gehen.”

Daniel Jäger | Team Leader Live Experience bei Vaillant

Creating change.

Climate crisis, resource scarcity, social change: Vaillant is responding to this challenge with solutions that make a difference. And at ISH, it is demonstrating how attitude translates into design.

During the creative process for the brand presentation, we consistently pursued one goal: experience instead of explanation! Each product is embedded in an application-specific usage scenario. Information only appears where it creates real added value. Interactive tables, energy flow walls, and systemically designed exhibits convey functionality without excessive text.

A space for genuine connection.

To enable genuine encounters, there are no zones, no product boundaries, and no prescribed routing. Next Level is the unifying idea—not the one that divides. The integrated talk format with moderator Amiaz Habtu enables knowledge transfer in real time—and positions Vaillant as a driving force in industry discourse.

Weitere
Projekte

Projekte, Inhalte und Themen, die sie auch interessieren könnten:

Offene
Fragen?

Ruf uns an:
+49 89 157997-0
Oder schreib uns:
info@schmidhuber.de

Feel Audi at the IAA mobility

A tribute to Audi's history.

You can't describe Audi with words.

Gernot Döllner | Audi CEO

Photos © Antonis Hadjimichael, London

Weitere Projekte

Offene Fragen?

Audi Brand in Space Guideline

Progress you can feel

REDUCED

Photos © Antonis Hadjimichael, London

CLEAR

Photo © Raphael Olivier

HUMAN CENTRIC

Photo © F.List GmbH

Photos © AUDI AG, unless otherwise specified.

Weitere Projekte

Offene Fragen?

Inspired by Future. Driven by Technology.

Martin Wiedenmann | Associate Partner SCHMIDHUBER

Ready when you are.

Fotos © SCHMIDHUBER

Weitere Projekte

Offene Fragen?

Go for Solution P

From brand to movement

Campaign becomes space

Armin Schlamp | Director Global Marketing & Communication, PALFINGER AG

Photos © SCHMIDHUBER

Weitere Projekte

Offene Fragen?

NEXT LEVEL VAILLANT

Making complexity tangible.

Daniel Jäger | Team Leader Live Experience bei Vaillant

Creating change.

A space for genuine connection.

Photos © Julia Laatsch

Weitere Projekte

Offene Fragen?

Weitere
Projekte

Offene
Fragen?

Weitere
Projekte

Offene
Fragen?

Weitere
Projekte

Offene
Fragen?

Weitere
Projekte

Offene
Fragen?

Weitere
Projekte

Offene
Fragen?