For the premiere of the new Audi A5 Coupé on 2 June 2016, the Ingolstadt automobile manufacturer invited 200 customers and brand fans to the Audi City showroom in Berlin.

The pioneering, real-digital showroom concept on the Kurfürstendamm, Berlin’s premiere address, offered a special, interactive brand experience. Four interconnected, ceiling-high media walls and the futuristic, high-quality furnishings characterised the narrow room.

The new Audi A5 Coupé is convincing thanks to its connection of sporty, elegant aesthetics with progressive technology. The latest in infotainment solutions meet an intelligent driver assistance system. The new Audi A5 represents the innovative networking of its occupants and their environment.

The task:

A premiere for 200 invited guests that introduces the new Audi A5 Coupé, backed up by its innovative, connectivity features.

The visitor interactions during the approx. 60 minute get-together at the beginning of the evening lay the foundation for the concert. Via iPads, the guests see a short studio film of the new Audi A5.

“Show your excitement!” - their emotional reactions to the first impressions of the vehicle are recorded in photographs. Emotional tracking software scans the photo and chooses an individual sound snippet from a sound pool produced by Henrik Schwarz (created 1 week before inspired by the design language of the new Audi A5).

The portraits, provided with a graphic filter, are seen on the media walls together with their sound. That forms an electrifying sound cloud atmosphere during the get-together.

A timeline appears on the media walls that places every guest into the concert along with their sound. The jam session begins - the unveiling of the new Audi A5 Coupé is happening simultaneously.