Mobile modular brand experience
A1 Driving Experience in the heart of Europe
A mobile-modular brand experience for Audi A1. The conception: „To be where the customer is“, in the major cities of Europe. AreA1 combines scalable buildings and cross-media information and entertainment.
The design language of the modules was inspired by the A1’s single-frame radiator grill that forms a strong and recognizable modular brand architecture. The different kit from 165 to1,000 sq m are flexible in configuration and size. The 10 meters wide x 8 meters tall Audi A1 landmark illuminated Barcelona’s entire coastline.
Crossmedia event
Instead of using conventional display equipment with scaffolding, spotlights and loudspeakers, the AreA1 Road show consists of a single, distinctive design space, exemplified by high-quality materials, surfaces and workmanship. The lighting rigs were designed exclusively for AreA1, with programmable light and sound systems to ensure a spectacular show at night. The customized display furniture was specially developed and is suitable for outdoor use. A true urban island in Barcelona’s prime location.
The design language of the modules was inspired by the A1’s single-frame radiator grill that forms a strong and recognizable modular brand architecture. The different kit – from S (165 sq m) to XL (1,000 sq m) – are flexible in configuration and size, and produce a variety of spatial compositions, as well as open and closed perspectives. The AreaA1 Roadshow also features a 10 meters wide x 8 meters tall Audi A1 landmark that illuminates Barcelona’s entire coastline.
The lighting rigs were designed exclusively for AreA1, with programmable light and sound systems to ensure a spectacular show at night. The customized display furniture has clear edges and no visible joints or seams, and was specially developed for the occasion and is suitable for outdoor use. The hard-foam material from which the desks and other furnishings are molded, is coated with a special rubber material to form a surface that delivers a unique and striking feel. The entire structure sits on a slightly elevated 25 m x 34 m stage that is also constructed from high-quality materials. The stage integrates all the elements to create its own unique brand space in the middle of an urban environment – a true urban island in Barcelona’s prime location.
“Our focus at the AreA1 roadshow was to develop a concept, which could be applied irrespective of the urban space around it. The ability to thrill customers is the marketing strategy of the future. That’s what we design spaces for.”
Michael Ostertag | Partner at SCHMIDHUBER
A1 Driving
Experience
Exhibition areas designed to display product information, vehicle configuration and connectivity issues in a lively and engaging manner: The „A1-Marketplace“ with jukebox, digital greetings, WLAN, water ice is the place to chill. „A1-Lab“ shows interactive configuration, connectivity, info. „A1 Workshop“ attracts creative people. „A1-Playground“ invites to efficiency-contest. „A1-Gallery“ integrates local artists. „A1-Driving Experience“ is a shotgun ride on the extreme course with instructors.
Photos © Andreas Keller, Altdorf
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