Audi has been moving ahead of competitors with its hi-tech interactive marketing initiatives, such as its Audi City digital showroom in London, and now it has launched the Audi Spheres project in Copenhagen.

The Audi Spheres project is an experiential installation that allows users to experience the Audi brand in an unprecedented interactive way. The project comprises three giant spheres, each representing a future element of the Audi brand: electric vehicles, lightweight design and environmental impact. The spheres were filled with cutting-edge technology, including interactive displays, augmented reality video pads, video walls and concept cars, along with a smaller interior sphere, which featured an interactive spherical screen -- called the PufferSphere -- designed by Pufferfish.

Created by SCHMIDHUBER and KMS Blackspace, the Audi Spheres project also features work by Kollision, Creative Technology and A&A Expo Int. B.V.