The first aim: Staging Success. “Audi on the way to be the number one” - Presentation of the Audi brand as the current most successful in the automotive sector, showcasing of the Audi e-tron Spyder and the sporty Audi Quattro concept. Dominant brand presence in the entire trade-fair hall at the Paris Motor Show 2010 and distance impact and three-dimensional realization of the brand values “sportiness, sophistication, progressiveness”. Business-to-Business, Business-to-Public, Business-to-Customer.

Visitors experience the extensive, 2,216 square-meter brand space as a narrator with a clear dramaturgy: In a dynamically rising curve, the Audi communication boulevard trajects the architecture and serves to strengthen the visitor orientation. Through tunnels, rises and bends, it leads through changing perspectives and topics, with interactive display-units and the multimedia brandhorizont. The Story: From A1 to A8 and concept studies; from new technologies to the proof of the vehicle fleet.Free forms with doubly-curved surfaces and aluminum as ‘brand material’ of Audi as a pioneer in lightweight engineering translate the technological edge into a 360°-experience of hitherto unreached diversity.

Client feedback: “The new brand presence by Audi at the Paris Motor Show outdistanced everyone!”