The Audi AreA1 Exhibit in Barcelona, Spain is futuristic and dynamic in its design. The pavillion created by Schmidhuber + Partner puts emphasis on Audi's new marketing strategy and is very brand-oriented.
The AreA1 Roadshow is a concept that combines Audi's brand with the a theatrical driving experience. Audi's Europe-wide marketing campaign is set to promote the car manufacturer's newest A1 model.
Designers chose Barcelona's waterfront as the site for the AreA1 pavillion, creating a distinctive piece of architecture inspired by the A1 shape and dominated by the signature shade of red used in Audi's branding for the vehicle. The complex's overall concept is modern and modular keeping in touch with a young and urban demographic with an eye for design.
The complex is made up of several showrooms and exhibition areas designed to showcase and present the product as well as a central marketplace with a bar and lounge seating. Visitors all have a chance to interact with the boldly designed space and are encouraged to test drive the new A1 vehicle.
Key Themes Behind This Trend
- Corporate-branded Interactive Design
- The trend of corporations creating interactive brand experiences through dynamic and futuristic design.
- Theatrical Driving Experiences
- The trend of combining brand promotion with theatrical driving experiences.
- Modular Design Concepts
- The trend of designing modular and innovative spaces to engage a young and urban demographic.
Where This Applies
- Auto Manufacturing
- Auto manufacturers like Audi have the potential to disrupt the traditional showroom experience and engage consumers with interactive and experiential design.
- Event Marketing
- Event marketers have the opportunity to create unique brand experiences by integrating design, technology, and immersive elements.
- Architecture and Design
- Design and architecture firms have the opportunity to help brands create memorable and innovative exhibits and pavilions that engage consumers and showcase products.
