Inviting visitors to become exhibition designers and bringing the Audi brand to the visitors – that’s the challenge of Audi brand pavilion. The idea: A special highlight is an interactive ball, the “Audi Sphere” which visitors use as a personal companion on their tour of the pavilion. As a key to the world of Audi, visitors can use it to activate content, thus deciding for themselves which information they wish to access. So even when visiting it on several occasions, the exhibition is always new, as the combined interactions of all visitors constantly generate new experiences: visitors become exhibition designers.

The architecture is characterized by flowing forms and curved lines, which structures the exhibition space in “Audi ultra”, “Audi e-tron” and “Audi connect”. “Audi design” is also allocated a separate area of its own, spotlighting the iconic features of the brand. A final highlight is a 360° media rotunda, where real and virtual elements, spatial dramaturgy and communication are perfectly choreographed to blend into one. In its interplay of space and staged performance the new exhibition creates a holistic brand experience that integrates the visitor, brings the brand promise to life and connects brand and people.

Visitors were fascinated and impressed. Visitors' citations: “It is really great, that I become an active part“, "A real representation of the brand“, "You really can experience the 'Vorsprung durch Technik’ ... it is really impressive“, "The idea of the exhibition is unique for the whole region!“