The Audi A1 roadshow had to launch the Europe-wide marketing campaign of the new Audi A1, staging the message of Audi A1 as “young, urban, premium”. Business-to-Customer, Business-to-Public.

Visitors to AreA1 are led through a series of zones that follow a clear dramaturgy. Showroom-modules present the new A1 followed by exhibition-areas: "A1-Marketplace" with jukebox, digital greetings, WLAN, and dry ice. "A1-Lab" shows interactive configuration, connectivity, info. "A1-Workshop" attracts creative people. "A1-Playground" invites to efficiency-contest. "A1-Gallery" integrates local artists. "A1-Driving Experience" is a shotgun ride on the extreme course with instructors.

Client feedback: “The launch in Barcelona with up to 6000 guests each day was the talk of the town!“