Audi – SCHMIDHUBER

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.

Play Video

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

Photos © Andreas Keller, Altdorf

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

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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Offene
Fragen?

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

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

Weitere Projekte

Offene Fragen?

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

Weitere Projekte

Offene Fragen?

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

Weitere Projekte

Offene Fragen?

Corporate & Brand

Experience

Interactive & Virtual Brand Experiences Space Design Corporate Design Interior Identity Architecture Lounges & Hospitality Areas Purpose & Sustainability Programs Visual & Verbal Identity

House of
Progress Vienna

Living
Progress

Screen
Time

Customer
Privat Lounge

House of
Progress Café

Weitere
Projekte

Offene
Fragen?

Weitere
Projekte

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Fragen?

Experience
Walk

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