The entrance to the Audi building is the starting point for the so‑called “experience walk”, a corridor encircling the car exhibition in the building’s interior. The roughly 100‑meter (328.1 ft) course leads visitors through Audi’s four key themes at this year’s IAA: the motorsport genetics of the Audi Sport subbrand, the portfolio of innovations under the title “Audi Technologies” ranging from the Audi virtual cockpit to laser light, the efficient technologies of Audi ultra and the quattro all‑wheel‑drive success story. Innovative presentation formats in the experience walk appeal to all senses, from the quattro ice room at 21 degrees below zero Celsius to a holographic window that uses augmented reality to connect digital information about the Audi technologies with the physical automobiles on display.
The new Audi A4 introduces many of the presented technology highlights to its segment. It stands in the focal point as the experience walk leads to the car display. The bestseller from Audi is positioned at the center of the building on a rotating platform that is part of an oversize compass. As soon as the compass turns to one of the four cardinal directions, the entire media display of the exhibit switches between the four thematic worlds of Audi. Another look into the future provides the Audi e‑tron quattro concept. Visitors will be able to experience it for the first time in the Audi building at the IAA. The sporty SUV provides an outlook on the brand’s first large‑series electric car.
Audi’s temporary three-story structure at this year’s IAA is constructed on an area of 70 by 55 meters (229.7 by 180.4 ft)on the central Agora square of the exhibition grounds. Construction work began already in mid‑July; in all, more than 200 kilometers (124.3 mi) of cable will be laid and nearly 700 square meters (7,534.7 sq ft) of LED surface installed. The exhibition area inside the building will offer space for 33 automobiles. AUDI AG has been working together with Schmidhuber+Partner GbR and Mutabor Design GmbH to develop and implement the concept for its IAA display.
