Automotive exhibitions and presentations are often loud, bold and spectacular in terms of the pre-digital era. Maybe it is time to become more subtle, poetic and calm to define a new perception of mobility – especially in the luxury sector. Audi has been a dedicated supporter of international design exhibitions for many years. In 2022 Audi has again been the exclusive automotive partner of and an active exhibitor at Design Miami/.

The aim was to create a showcase for Audi that can engage the high-class audience on spot in Miami and a greater Art & Design audience in digital media around the globe. Next: Activate global audiences through relevant creative content and multiplicators.

At the same time it was important to handle limited space restrictions in a given location.

Instead of promoting their car design or some limited edition car exhibit Audi decided to focus on art itself to transport their vision of future mobility. We wanted to create a dense, emotional and personal experience that focussed on feelings not features. We called it »The poetry of automated driving.«

The artwork picks up on the ideas of these experiences by creating spaces that convey a poetic and personal feeling: The illustration of being able to watch your surroundings while being moved by the autonomous vehicle. A surreal, digital space that combines reality & fiction. The architectural frame around the vehicle and the art piece sets the minimalist stage for the spherical experience.

Audi understands its own purpose as designers amongs designers. At design Miami Audi followed this purpose and showed the brand on the most important design fair, there is.In addition to the booth architecture, activation through print, social media, and web pays dividends to the overall brand. The appearance at the exhibition: Audis positioning as a design brand rather than a manufacturer brand.People worldwide recognized this positioning.The convergence of vehicle, architecture and art generated a high reach case for the brand on social media.Digitally and physically, it shows the ambitious positioning of the Audi brand and is celebrated worldwide for it.The space immediately became the place to be for the art scene and key opinion leaders in attendance, taking Audi's ambitions into new audiences.