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Audi Technikpark

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.

Client

Audi

Commissioned by

KMS BLACKSPACE

Partner

Schmidhuber + Partner (architecture)
metron (showcase construction)

Location

IAA Frankfurt

Year

2011

Project Scope

conception support, technical planning, software development, interface- motion- and sound-design, operation and maintenance