Audi

Events, Experiential, Corporate Communications

Iconic automotive innovators Audi brought out their crystal ball and let the technology do the talking in their futuristic Audi Spheres installation in Denmark. Set in front of the Danish Parliament buildings in the heart of Copenhagen, three huge temporary spheres played host to visitors immersing themselves in Audi’s future tech.

Brief

Blackspace and Schmidhuber working with Danish interactive design specialists Kollision and AV experts Creative Technology, came together to demonstrate how Audi is shaping tomorrow’s technology, making it possible to experience the brand’s excellence in the field of innovation. Creating an extension of the Audi Digital Showroom concept, the Audi Sphere installation in Copenhagen aimed to showcase tomorrow's motoring innovations through Audi technology, whilst also highlighting the company’s brand priorities in an engaging format.

Solution

Filling the three giant spheres with a range of interactive and futuristic technology which included augmented reality video pads, giant video walls and concept cars, each sphere represented one of Audi’s key technologies; lightweight design, electric cars and networking of cars. Entering the sphere of the networked vehicle, visitors were met with a PufferTouch display mapped with twinkling interactive constellations.

Designers Kollision deployed the PufferTouch as a digital magic ball to cue and control large format video content mapped to the inside surface of the main spherical structure. Users negotiated a universe of constellations, each triggering a different showreel on the curved wall in front of them. The PufferTouch delivered a unique sculptural form, creating a digital presence which enticed guests to approach, engage with the core messages and ultimately shape the content of the environment surrounding them.

Summary of outcomes

With a steady flow of footfall through the installation, it seems Audi are equally adept at successfully applying their famous adage 'Vorsprung Durch Technik' in the sphere of experiential marketing, as well as in their cars. Congratulations to all the talented creative agencies involved on their Bronze Award at the Cannes Lions and special thanks to our German partners Satis & Fy for supplying the hardware and making the installation possible.

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