One ring, to rule them all
AUDI AG
The central square of the Frankfurt Trade Fair will set the stage for Audi’s very first appearance with a separate, freestanding building – the Audi Ring. At the heart of the 100-meter long, 70-meter wide, and 12-meter high trade show pavilion is an integrated driving track, where up to nine vehicles will be moving simultaneously on two levels – visible also from the outside via elongated openings in the façade. With its architecture and communications strategy, the Audi Ring creates an authentic, holistic brand experience which leaves a long-lasting effect.
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Dynamism, innovation
and premium value
The spatial concept and staging convey dynamism, innovation, and premium value: movement and progression are discernible from every point of the building. The architecture is characterized by flowing forms, curved lines, and surprising transitions, incorporating façade contours, entrances, and passages into an overall concept. Together with the multi-media displays and interactive exhibits, they render the core brand message “Vorsprung durch Technik” (technological edge) and the future-oriented positioning of Audi into a sensual experience. Building on a long-standing partnership, the Audi Ring continues on from previous trade show appearances as the result of a consistent evolution.
The concept of movement—be it visitors, vehicles or even the exhibition itself—is encapsulated in the Audi Ring. The Ring has the Audi brand values › sporty, progressive, high-quality› built into its architecture. In terms of its sheer complexity and scale, the Audi Ring is the culmination of many years of collaboration and deep engagement with the brand. And it’s a striking testament to a constant evolution.”
Michael Ostertag | Partner at SCHMIDHUBER
The Grand Hall
The visitor tour starts in the “Grand Hall” where the complete range of latest Audi models is presented.
Der Technology Park
The adjoining technology park focuses on technologies such as “Audi ultra”, “Audi connect”, and Audi e-tron” which are communicated via interactive exhibits including vehicle models made from acrylic, into which visitors can project diverse content holographically.
Die Staging
At the end of the tour, three highlights await: the staging of the show cars Audi A2 concept and Audi urban concept as well as the multi-media brand show, where real and virtual elements, spatial dramaturgy, and communication are perfectly choreographed to blend into one. With its architecture and communications strategy, the Audi Ring creates an authentic, holistic brand experience which leaves a long-lasting effect.
“At this trade fair, vehicles and themes are intertwined with an event element. This allows visitors to the Audi stand to glimpse the future in the truest sense of the word. Their active participation in the event and direct interaction with the brand take center stage.”
Armin Schlamp | Managing Director KMS TEAM
Brand Experience
Everything is geared towards involving the visitor – nowhere else is this as evident as on the 400-metre long driving track of the Audi Ring, where selected vehicles can be experienced first-hand.
Photos © Andreas Keller, Altdorf
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