Presented at Design Miami 2011, the Audi 'Urban Future' installation demonstrated to visitors just how different roads can be in the future.
The car-maker presented a digitally enhanced and interactive street made of strips of LED lights. These lights, which together formed a psychedelic and hypnotic floor, were designed to change color and create images to communicate with drivers, cyclists and pedestrians. For instance, the lights can highlight the locations of pedestrians as well as whether there is a clear lane for a driver to switch to.
Created by Copenhagen's BIG-Bjarke Ingels Group, the Audi Urban Future exhibit also promoted Audi's A2 electric concept car, a vehicle that boasts in-car networking features that, according to PSFK, could interface with the Audi Urban Future roadway by providing information on things like location and traffic.
Digital Interactive Roads
Audi 'Urban Future' Exhibit at Design Miami Shows What Streets Could Be
Trend Themes
1. Digital-interactive Streets - The development of digitally-enhanced, interactive streets using technology like LED lights and projecting images creates vast opportunities for enhancing user experience and communication between drivers, cyclists, and pedestrians.
2. Intelligent Transportation - The potential for information to be shared between intelligent vehicles and smart infrastructure like smart roads or highways creates opportunities for safer, more efficient transportation.
3. Brand-integrated Exhibits - Exhibits like the Audi Urban Future installation, which showcase new technologies and innovative concepts in a visually compelling way, not only help promote brands, but also give attendees an immersive experience that can foster new ideas and collaborations.
Industry Implications
1. Automotive - As the primary user of roads and smart transportation infrastructure, the automotive industry has vast opportunities to develop and integrate smart features into their vehicles that can enhance safety, efficiency, and user experience using technologies like IoT, data analytics, and AI.
2. Smart Cities - The development and implementation of smart transportation infrastructure like smart roads, highways, and traffic management systems is crucial for ensuring safe and efficient urban mobility, improving quality of life, and reducing environmental impact.
3. Experiential Marketing - As events and exhibitions increasingly become more immersive and interactive, with the use of technology and sensory experiences, there are opportunities for brands in many industries to showcase their products and services in a visually compelling way that catches people’s attention and fosters engagement and emotional connections.