The space and communication concept “Dynamic of Balance” at Paris Motorshow presents two independent strengths in perfect balance with each other. The “Ultra Structure”, which is reduced to just the framework, provides the basis and symbolizes technological performance with its 28-meter projection. The counterpoint is the “Body Structure” – a finely polished geometric object measuring 34 meters in length, which floats above the visitors’ heads.

This concept was the result of an extended design process from the development of the first ideas up to the realization. A comprehensive analysis and strategic assessment are the methodological foundation of our work. We engage our customers in a dialogue where every task is looked at from different perspectives, and together we define the essential goals and formulate the visions arising from there. This basis serves us as a source of inspiration for the development of spatial identities.

Audi had a powerful, progressive presence at the 2014 Paris Motorshow that consistently reflected its brand promise, »Vorsprung durch Technik«. The target audience of Audi was potential customers and on the other hand Audi wanted to raise their profile with the general public.

From the very beginning of the 2014 Paris Motorshow, a great amount of articles, images and videos were published in various magazines, newspapers and on diverse social media platforms. Furthermore, the positive personal feedback from customers was overwhelming.