The new design – focused on form and function – is made up of large geometrical and extremely thin surfaces that can be folded and bent to form the entire trade-fair stand. This sheeting principle forms a white "brand surface" towards the outside and turns the inside into a "communication surface". Design, precision and lightweight construction are thus not only embodied by these panels, but also in the architectural construction itself. At the displayed Space Frame of the Audi crosslane coupé, visitors can learn about the latest multi-material construction technology by Audi ultra.

Entering a sixty-meter-long and six-meter-high tunnel, the visitor experiences a multimedia presentation of Audi innovation fields. At the "Audi e-tron" area, visitors touch interaction points with their hands to send light impulses to a hovering 3D LED sculpture symbolizing a battery, causing it to light up. At the "Audi connect" area, interaction is triggered as soon as the visitor sets foot onto an LED floor. The visitor’s movements become visualized through a circle of light that follows his every step. When he approaches a wall, the circle of light activates LED bands, where different "connect" services like information and navigation services are showcased.

Visitors were impressed and enthusiastic. Citations such as “It is a very beautiful presentation, we are projected into the future“, or "Fantastic! We love the car, the groove, everything!“ are just examples of numerous statements.