To present Audi as the current, most successful brand with outstanding brand appearance, distance impact and 3D realisation of the brand values of ‘sportiness’, ‘sophistication’ and ‘progressiveness’ at the Frankfurt Motor Show 2011 with a separate, freestanding building at the central square of the Frankfurt Trade Fair. Focus was on the visitor an in establishing an emotional connection to the brand. Target groups were Business-to-Business, Business-to-Public and Business-to-Customer.

Movement and progression are discernible from every point. The architecture is characterised by flowing forms, curved lines and surprising transitions, incorporating façade contours, entrances and passages into an overall concept.The tour starts in the ‘Grand Hall’ with the latest Audi models. The adjoining technology park focuses on technologies with interactive holographic exhibits. In the multimedia brand show, real and virtual elements are perfectly choreographed to blend into one. The visitor takes over the top role of both actor and audience.Architecture and communications render the brand message ‘Vorsprung durch Technik’ and the future-orientated positioning into a sensual experience.