We first considered encountering the greater public face-to-face on the street. The second step involved developing a three-dimensional installation that would carry a series of customizable messages outside of the showroom in real time. This connects with people, inviting them into the showroom.

We designed four glass cubes to show the innovative character and logo of the Audi brand. A 3D matrix of LEDs is installed in each case. The four Audi City Cubes are physically separated and distributed along the prominent Kurfürstendamm, but at the same time part of the same graphical space and dynamic player system.

The Audi City Cubes are a visual symphony and a stylish and surprising brand experience drawing attention to the Audi City and the brand Audi in general.

The Audi City Cubes are a brand experience of four glass display cases. A 3D matrix of LEDs is installed in each case. Each of the four cubes is based on 16x16x16 LEDs, a total of 4096 LEDs inscribed in a 70x70x70 cm cube.

This allows 3D graphical content to travel from one Audi City Cube to another and creating one coherent space of light. In this space by-passers can experience a range of different expressions – from simple texts running through the four Audi City Cubes to more ambient expressions of light.

The player runs different types of voxel-based content and display these based on scheduling rules specified in a playlist controlled by the Audi City employees.

The four Cubes are creating one coherent space of light and one coherent space of brand experience – in real time.

The web interface allows Audi City Berlin employees to communicate various content, news and messages using icons, logos and text modules. These are displayed on the LED cubes as part of an individually customized playlist reaching the public at large.

A great amount of articles, images and videos were published on diverse social media platforms. Furthermore, the positive personal feedback from customers and the Audi City Berlin was overwhelming. Because of its success it was decided to install the Cubes at all other Audi City Locations worldwide in 2016/2017.