Audi – SCHMIDHUBER

Audi Revolut F1 Reveal

AUDI FORMEL 1
REVEAL

Start something. Stop at nothing.

What a moment. What a start. The launch of the Audi Revolut F1 marked the beginning of a new era. Architecture, atmosphere, staging – every element was part of a show that really got under your skin and gave people goosebumps all over the world.

„AUDI was buzzing with excitement...”

… such reactions do not arise by chance. They are the echo of a staged presentation that has an impact. The launch, held in the unique setting of the former combined heat and power plant in Berlin Mitte, gave guests a taste of the Audi Revolut F1 Team’s visual identity.

„Audi is making history...“

A unique corporate identity has been developed for the Audi Revolut F1 Team, featuring specific colour shades – ‘Audi Titan’ and ‘Audi Red’ – and a new typeface family. This gives the team a distinct identity, from its appearance at the racetrack to its presence on social media, whilst keeping it unmistakably Audi.

„Best car reveal this year already...“

Audi’s presence was palpable in this special venue. The Heizkraftwerk was buzzing with excitement – featuring an immersive show, an exhibition of historic Audi racing cars, and the most powerful Audi production car – the Audi RS e-tron GT performance, which, with 925 PS, is almost as powerful as the Audi R26 from Formula 1.

The new team kit and drivers’ overalls were also unveiled in Berlin, which the two Audi drivers, Gabriel Bortoleto (Brazil) and Nico Hülkenberg (Germany), will wear when they take to the grid in the 2026 season. The team’s accompanying fan collection will be available from February 2026 on the team’s website and from adidas.

Fotos und Film © AUDI AG

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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

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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.

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Future is an attitude

"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.

Fotos © Raphael Olivier

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House of Progress Vienna

House of
Progress Vienna

A gallery of progress

With the House of Progress in Mooncity in the first district of Vienna, Audi shows how automotive boundaries are shifting. In the middle of the city centre we created a communicative place where the fascination of electric premium mobility becomes real and tangible.

With the highest level of design and content, the visitors become part of a journey through the future-oriented orientation of the Audi brand and experience what the phrase “Future is an Attitude” means in real.

For us, working on the spatial communication element of Audi’s new brand image was a labor of love. And we’re thrilled to see the first fruits of that labor: physical touch points that invite people from all over the world to experience the power of this progressive brand first-hand!

Michael Ostertag | Partner at SCHMIDHUBER

Living
Progress

In just two months, an experience centre was created whose interior credibly brings the Audi brand values to life. Visitors can enter a completely new Audi world and through changing events and theme weeks the experience centre became a place-to-be in Vienna’s city centre.

A hands-on future

With its unusual design the adventure centre invites visitors to take a stroll. Exhibits and interactive graphics illuminate the dawn of a new design era.

“The House of Progress in Vienna shows how brand communication can inspire people. Whenever design, content and culture interact to unfold their effect,” says Michael Ostertag.

Screen
Time

The spectacle of progress is presented in the large “Blog of Progress” and on various screens. The design of the new Audi models will be explained to visitors by Audi design director Marc Lichte and well-known brand ambassadors such as Anna Gasser gave their impulse to future topics.

Customer
Privat Lounge

A product genious explaines the new technologies and vehicles of the Audi brand to those who were particularly interested. In a separate Customer Private Lounge, individual configurations can be made with advisors.

Personal mobility is an expression of our thoughts and attitudes. The House of Progress in Kärntnerstraße provides the perfect opportunity to get to know the brand better. As well as the chance to test-drive pure electric models—demonstrating how Audi’s sustainable premium mobility can make a valuable contribution to reducing CO2 footprint.

Bernhard Loos | Marketingleiter Audi Österreich

House of
Progress Café

Of course, good coffee is a must have when beeing in Vienna. That’s why the House of Progress is also a meeting place and meeting zone. The café on the first floor invites you to linger in an extraordinary atmosphere. Visitors have an exciting view of great design, clear lines, high-quality materials and furniture as well as at the Kärntnerstraße.

Photos © F.List GmbH

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Next Mobility

The real life Social Media campaign

Discover your free space

At the Frankfurt Motor Show 2019, Audi takes visitors on a journey through current and future sustainability concepts in the automotive industry. Under the event slogan “Discover your freedom” we’ve staged a journey into the future.

The new trade show concept focuses on Audi’s innovative spirit and sustainable vision for the future of mobility. Via social media photo opportunities, visitors are transformed into explorers and communicators.

The Audi definition of mobility of tomorrow

Even the mediatecture follows the Audi vehicle design and draws visitors into the future of Audi. And with the e-tron customer journey on full display, Audi’s vision for electromobility is both informative and emotional. Which serves a distinct purpose: Visitors leave with a clear impression of what electro mobility feels like both today and in the future.

The trade show visitor as explorer and communicator

Of course, Audi knows that the potential reach of its stand extends further than its impressive futuristic core. So what better way to get engagement levels up then turn visitors into messengers as explorers and communicators? On either side of the stand, huge-scale product display windows act as eyecatchers—drawing visitors into the stand and into their spell.

Mit dem neuen Architekturkonzept lenken wir nicht nur Besucherströme, sondern auch Blicke und setzen Reizpunkte. So erhöhen wir die Aufenthaltszeit und Aufenthaltsqualität, und vor allem die Interaktionsquote mit der Marke.

Michael Ostertag | Partner bei SCHMIDHUBER

Staged photopoints

Behind them, the vehicles are authentically staged in their various worlds — tempting visitors to take photos and share them on their channel of choice.

Brand Interaction

The customer isn’t there just to find out about new products. They are also there to absorb information in all senses of the word. And share it if they want. The Audi shop windows offer us a first glimpse into how experiential platforms will start to change.

Second installment of the Audi shop system

Our Audi shop system first debuted at the dealer meeting in Marbella in January 2019 and was used for the second time at this year’s IAA. Convincing design in combination with a modular concept promise absolute flexibility in every location.

Exclusive lounge and catering lounge

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The Power of Four

Four focus topics of Audi in an experience walk

Audi’s exhibition at the 2015 Frankfurt Motor Show is raising the bar for innovative live communication: before visitors get to see the full range of Audi automobiles on offer at the center of the brand building, they are led through an impressive presentation of the four focus themes: Audi ultra, Audi Technologies, quattro and Audi Sport. “the power of four.”

Never have we developed a trade show appearance as thematically stringent as this one. And never have we been able to demonstrate Audi’s innovations in such detail, as at the IAA 2015. And yet at the same time visitor’s were offered a more powerful experience than ever before. The connection between both is quite unique.

Luca de Meo | Vorstand für Vertrieb und Marketing der AUDI AG

Experience
Walk

The ‘experience walk’ begins as visitors enter the building on an escalator through a delicate, organic network structure that grows from the facade of the building. It’s a lightweight ultra structure in 3D, and the beginning of the voyage of discovery. Visitors experience the advantages of lightweight construction, efficient engines and alternative fuels.

A room temperature of -21°c creates a world carved out of ice that illustrates the branding and lifestyle of Audi quattro. By contrast, the next section Audi Sport uses sound and visual cues to recreate the high-octane atmosphere of the racetrack and draw the eye to the motorsport icon Audi R18 at the end, turning on a banked curve and leading visitors to their right, down to the automobile exhibition area.

360° Brand Communication

“the power of four” is presented on four enormous media screens, each one with a real car mounted on the screen, and moving to interact with the virtual story told on the screen beneath it. Lighting, media and movement present each car in a constantly changing and developing story to illustrate each of the four key themes, picked out by the roving compass needle in the center of the hall.

Live communication has created a shift in perspective. It’s increasingly important to establish diverse attitudes to a brand and its products. And in so doing to speak to target groups in a differentiated way.

>>the power of four<< does exactly that: Here, visitors experience Audi’s four focus themes by means of an “Experience Walk”—encountering the brand and product in perfect harmony. This effectively turns the communication principle on its head. Favoring an emotional approach to demonstrating the Audi brand’s competitive edge.

Michael Ostertag | Partner at SCHMIDHUBER

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AUDI FORMEL 1 REVEAL

„AUDI was buzzing with excitement...”

„Audi is making history...“

„Best car reveal this year already...“

Fotos und Film © AUDI AG

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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

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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.

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Offene Fragen?

"Future is an Attitude"

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

Our promise: progressive design

Highlight exhibits

Frederick Schultz | Design Director SCHMIDHUBER

100% impact

Fotos © Raphael Olivier

Motiondesign in Kooperation mit flora&faunavisions, Berlin

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Offene Fragen?

House of Progress Vienna

Michael Ostertag | Partner at SCHMIDHUBER

LivingProgress

A hands-on future

ScreenTime

CustomerPrivat Lounge

Bernhard Loos | Marketingleiter Audi Österreich

House ofProgress Café

Photos © F.List GmbH

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The real life Social Media campaign

The Audi definition of mobility of tomorrow

The trade show visitor as explorer and communicator

Michael Ostertag | Partner bei SCHMIDHUBER

Staged photopoints

Brand Interaction

Second installment of the Audi shop system

Exclusive lounge and catering lounge

Photos © Andreas Keller, Altdorf

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The Power of Four

Luca de Meo | Vorstand für Vertrieb und Marketing der AUDI AG

ExperienceWalk

360° Brand Communication

Michael Ostertag | Partner at SCHMIDHUBER

Photos © Andreas Keller, Altdorf

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AUDI FORMEL 1
REVEAL

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House of
Progress Vienna

Living
Progress

Screen
Time

Customer
Privat Lounge

House of
Progress Café

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Experience
Walk

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