Audi’s exhibition at the 2015 Frankfurt Motor Show is raising the bar for innovative live communication: before visitors get to see the full range of Audi automobiles on offer at the center of the brand building, they are led through an impressive presentation of the four focus themes: Audi ultra, Audi Technologies, quattro and Audi Sport. “the power of four.”

“Live communication changes your point of view,” says Michael Ostertag-Henning, Managing Partner at SCHMIDHUBER. “It is becoming more and more important to offer visitors new and different perspectives on the brand and its products, in order to speak individually to each target audience. And that’s exactly what “the power of four” does: visitors experience and interact with Audi’s four focus topics in the ‘experience walk.’ It’s a perfect interplay between brand and product. We’re turning the traditional communication principle on its head and showing the advantages of the Audi brand in a new and emotional way.”

The ‘experience walk’ begins as visitors enter the building on an escalator through a delicate, organic network structure that grows from the façade of the building. It’s a lightweight ultra structure in 3D, and the beginning of the voyage of discovery.

Read full article here…