At the Frankfurt Motor Show 2011, Audi wished to provide an interactive experience of its brand claim ”Vorsprung durch Technik“.
To visualize the new communication lines ‘ultra’, ‘connect’ and ‘e-tron’, madhat developed a 20-metre wide pseudo-holographic exhibit with a hi-res LED video wall, real acrylic vehicle models, and multi-touch terminals.
Films and facts on drive technology, lightweight components and intelligent sensor systems appeared to hover round the Audi miniatures as they drove. In the background, a full-width video created dynamic long distance effect. A translucent projection level offered users individual information.
Audi later used different sized adaptations of this exhibit all over the world.
Schmidhuber + Partner (architecture)
metron (showcase construction)
conception support, technical planning, software development, interface- motion- and sound-design, operation and maintenance