The key objective was to harness the ongoing globalization of the Audi brand, the digitalisation of all media and the positive disruption that this could bring to the retail environment for Audi owners and potential new prospects.

The challenge was the vast scale of such an endeavour and the collaboration effort required to bring architecture, technology, engineering, retail design, data management, middleware and sound design to a meaningful solution.

Keen to connect the user to every single product like never before the concept is a seamless showroom experience across multiple screens, an intuitive interface design and intelligent interconnection of touch points.

Every touch point is linked to the factory meaning that the seemingly endless configuration options connected directly to the factory data providing pricing and availability confirmation in real-time.

Audi City experienced a 70% increase in sales over the previous 'traditional' dealership format in the same location.

The immersive configuration experience has resulted in optional equipment and accessory sales increasing by 20%

Audi City is already a proud winner of numerous design and marketing awards including Contagious magazine's Most Contagious Award for innovative Retail