Audi created a freestanding 3,400 m2 white cube. A 4-meter high mirrored façade banner carried the "hanging city" outside and thus created the illusion of a floating building.

The interior revealed a futuristic city with surprising perspectives: Entire neighborhoods grew from the ceiling, reflecting aspects of mobile urban life and Audi’s technologies, drive concepts and design philosophy.

Projected images totalling 11.2 million LED pixels brought urban scenes to life in the "hanging city": Mirrored ceilings and walls created endless cityscapes that integrated and highlighted the Audi models on display. Theme-specific buildings sported media displays and revealed innovative mobility solutions.

The brand appearance in a freestanding building in the major outdoor area reflected Audi’s role as a pioneer and leading car manufacturer. Audi’s motto at the IAA, "a change in perspective", was translated in an emotional, sustainable way: by literally turning the city upside down. The architecture, media displays and light installations created an impressive brand world full of experiences that offered visitors new perspectives on future mobility.

This has been an all-new and completely unexpected and stunning approach to Audi’s presence at the Frankfurt Motor Show 2013. The press summed it up best: "Audi turns Frankfurt upside down". From the very beginning of the IAA 2013, 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.