The Audi brand appearance at the CES Las Vegas 2019 was transporting the motto driving experience into experience drive. Audi's intention to turn the ride into more than just a driving experience is translated into a floor plan: the gradient. Literally and architecturally an ascent. A spiral-shaped, walkable transition from today to tomorrow. In this way, visitors get to know various In Car Entertainment innovations. The entire exhibition stand is framed by MEGA LEDs, which accompany the visitors with an ascending, coloured gradient and turn the stand itself into an immersive entertainment experience.

The mobility of the future is a dominant public issue. The demands on car manufacturers are high. Not only the driving experience should be enjoyable, also the demands on the experiences during the drive should grow. Audi is taking up this challenge and showing the future of on-the-go entertainment at the CES in Las Vegas. Our task was to create a suitable brand image for the motto "From Driving Experience to Experience Drive".

Our idea was to create a tradeshow exhibition, that translates the innovative fields of Audi In-Car-Entertainment into a spatial journey. Therefore we created a journey that was leading not only from A to B, but into new dimensions. A spiral-shaped gradient, opening up 4 new levels of technology. Stacked with innovation on every level and framed by interactive color-changing Mega LEDs, the experience during the guided customer journey became almost as entertaining as the immersive entertainment exhibits itself.

By establishing a colorful outstanding design, we created an eye-catching brand appearance, that invites everyone to explore the new worlds of Audis In-Car-Entertainment. Professional, as well as private visitors and press, were attracted to try out the interactive exhibits and hands-on formats. At the centerpiece of the spiral-shaped innovation hub, there was a radial meeting place for TECH Talks, press events, and public exchange. The connective mindset of the experience design made it approachable for a wide range of audience.

In addition to the eye-catching architecture, an unmistakable light signature draws visitors to the stand. The ascent of the gradient is illuminated again and again in all possible colors. The Fishbowl Centre, which results from the spiral-shaped architecture, serves as a stage for Future Talks by experts. All levels of the gradient form the Tech Talk Auditorium. In this way, the trade fair architecture translates Audi's claim to customer centricity directly into the room.

• Scale: 750 qm (Reference 2016: 520qm)

• Visitors: more than 182 000

• Tech Talks: 8

• Press Events: 2

• Exhibits: 10

• Uncountable amount of entertainment