missing translation: fa.article-intro.reading-time – Copy: AUDI AG - Photo: Raphael Olivier – 05/14/2023
From the outside, the Audi pavilion seems to have hardly changed. Once inside, however, the Audi House of Progress offers a completely new and immersive brand experience.
From the outside, the Audi pavilion seems to have hardly changed. Once inside, however, the Audi House of Progress offers a completely new and immersive brand experience.
As soon as you enter the building, it becomes clear why the new Audi pavilion is called Audi House of Progress: If you are familiar with the old building on the same site you will quickly notice how extensive the renovations have turned out to be. For instance, the reinforced concrete of the rotunda in the centre of the building was cut open to create more transparency, new lines of sight and space for new exhibits. But not all of the construction measures are so obvious to visitors. Thanks to the timeless and straightforward architecture, the pavilion will no longer have to be extensively reconstructed in the future when the content changes; and the presentations on large screens can be updated digitally. This means that new topics and highlights can be integrated into the exhibitions easily and with little effort.
The entrance area invites visitors to linger. A moving walkway leads to the other levels, where the brand values of Digitisation, Design, Performance and Sustainability are presented.
The entrance area invites visitors to linger. A moving walkway leads to the other levels, where the brand values of Digitisation, Design, Performance and Sustainability are presented.
The progressive impression continues seamlessly from the outside to the entrance area. The Table of Visions provides an insight into Audi’s visions of the future. A moving walkway leads to the pavilion’s exhibition areas, which are spread over two levels. The first level is dedicated to the brand values Digitisation and Design with two vehicles on display: the Audi A6 e-tron concept* and the plug-in hybrid Audi A8 60 TFSI e*. Another highlight are the digital OLED taillights, playfully showing various animations and thus illustrating the possibilities of this technology. To make the brand’s design theme more tangible, different materials such as the recycled material ECONYL, a clay model of the Audi RS e-tron GT* and 3D-printed vases with current paint colours are on display. Fans of the Audi brand can take home souvenirs of a day spent at the Autostadt and their visit to the Audi
House of Progress. Various sketches from Audi Design are available for this purpose.
A technically sophisticated floor projection on the brand value Performance leads to the second level, where an all-electric Audi RS e-tron GT* is representing the third brand value. And there is also the Audi e-tron foil by Aerofoils e-surfboard to prove that modern mobility and lifestyle go hand in hand at Audi. When it comes to the fourth brand value, Sustainability, interested visitors can get a closer look at the Audi Q4 e-tron as an example of a vehicle with a sustainably oriented life cycle. There’s also a digital information desk on circularity and cooperative ventures that Audi is driving forward in the interests of an increasingly more sustainable mobility.
The Blog of Progress is a central element in the rotunda of the pavilion. The screen connects the two exhibition levels with the entrance area and is visible from all areas. You can also read up on the Audi e-tron story presented on the screen here.
The Blog of Progress is a central element in the rotunda of the pavilion. The screen connects the two exhibition levels with the entrance area and is visible from all areas. You can also read up on the Audi e-tron story presented on the screen here.
Visitors keep passing the Blog of Progress as they walk around the pavilion. The Blog of Progress is both literally and figuratively a central element in the rotunda of the pavilion. The screen connects the two exhibition levels on the upper floors with the entrance area and is visible from all areas. The newsfeed informs in real time about the brand’s daily highlight topics.
Finally, a social media installation offers visitors the opportunity to take a seat in the back of a concept car from the Audi sphere family. What remains after a visit to the Audi House of Progress is an intensive and immersive, digital and haptic experience of the brand – Progress You Can Feel in the Autostadt Wolfsburg.
