Audi showcases itself at the IAA 2011 with its own freestanding building: The Audi Ring. The heart of this 100-meter long, 70-meter wide and 12-meter high trade fair pavilion is an integrated roadway that runs more than 400 meters over two levels, on which nine vehicles move continuously. The roadway is also visible from the outside by an opening in the building’s façade. The entire exhibit is arranged in order to involve the guests. Just under one million guests experienced the new Audi models and the technology themes “Audi ultra”, “Audi connect” and “Audi e-tron” in action.
More than 10,000 guests experience the Audi claim “Advances Through Technology” up close. The guests ride in one of the 9 Audi models – among which are 3 Audi e-tron prototypes – around the Audi Ring and become part of the multimedia brand show. Actual driving motions and virtual elements, spatial dramatic techniques and communication fuse with the staging of the entire installation to produce various extraordinary spatial and scenic high points.
Time Frame: September 2012
Customer: Audi AG
