Cannes Lions

MATRIX Pop-up Club & Store

KMS BLACKSPACE, Munchen / AUDI / 2016

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Overview

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Credits

OVERVIEW

Description

MATRIX is a new and authentic format for Audi. It is an exhibition stand transformed into a futuristic pop-up store & an authentic nightclub - an innovative and authentic personal touch point.

The first and most important step was to leave the trade show grounds and install a freestanding, publicly accessible showroom in the middle of the city.

This temporary space and metamorphosed exhibition stand keeps on transforming - from a futuristic store during daytime to the most popular club of the city at night. The integrated virtual experience is blurring all boundaries - between store and club, between reality and the virtual world.

Execution

The heart of the Club is a central and huge bar. Here people can meet, dance and have a drink together. Additionally there are two separate lounges to talk more privately. The look is futuristic but rough and industrial as well. Local show acts and other partners create an authentic atmosphere.

The Store is the presentation platform for the new Audi A4 and starting point for the driving experience. Its look is totally futuristic, blazing white and very technical.

The overarching element of the futuristic pop-up store and the authentic nightclub is the VR experience. It moves to the area, which is open at that time, blurring boundaries between reality and the virtual world.

When visitors put on the VR headset, they initially find themselves virtually in MATRIX as well, but then the new Audi A4 appears directly before the viewers’ eyes and all around them.

Outcome

MATRIX is a new and authentic format for Audi to launch and present the new Audi A4 during the IAA - on the one hand tossing overboard everything like corporate design, corporate architecture and customer journey and on the other hand so very much Audi. A personal touch point, which is linked authentically to the scene and opinion leaders through local partners.

From the very beginning of the IAA 2015, a great amount of articles, images and videos were published in various magazines, newspapers and on diverse social media platforms. Furthermore, the positive personal feedback from customers, visitors and journalists was overwhelming. Thousands of people visited the Club and Store.

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