Audi created a freestanding 3,400 m2 building that looks like a white cube. A 4-meter high mirrored façade banner carried the 'hanging city' theme outside, thus creating the illusion of a floating building. Projected images totalling 11.2 million LED pixels brought urban scenes to life in the 'hanging city': Skyscrapers and entire neighborhoods grew from the ceiling, 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.

Audi’s motto for the IAA, 'A change in perspective', was translated in an emotional, sustainable way: by literally turning the city upside down. The Audi exhibition presented such forward-looking topics as urbanization, individualization and networking along with Audi’s state-of-the-art technologies, drive concepts and design philosophy in an unusual setting.

Visitors learned about intelligent zero emission drive concepts under real trees. The Technology & Design area focused on networked mobility, Audi safety and driver assistance and design philosophy. The Audi Sport 'quattro' world premiere represented the new 'quattro' generation and Audi’s lifestyle. An Audi Matrix LED Headlight exhibit highlighted the new A8.

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.