Audi employ bold luminescent architecture in targeted advertising strategy 'AreA1'
To launch the marketing campaign of the new Audi A1, the Barcelona waterfront was chosen to stage the AreA1 - an intensive brand and product experience that combines a distinctive Audi brand space with a theatrical Driving Experience. The architecture projects a high value message, presenting the new Audi A1 in intricate detail as it targets the young, urban crowd.
Visitors to AreA1 are led through a series of zones that follow a clear dramaturgy. First come several showroom modules that present the new A1 in ‘perfect light’. Next come exhibition areas designed to display product information, vehicle configuration and connectivity issues in a ‘lively and engaging manner’. The last stop on the visit is a small, central marketplace with a bar, seating, and WLAN. This meeting place is also the starting point of the Driving Experience, where visitors can join Audi instructors on a test drive of the new A1. The high-velocity journey incorporates full braking and sharp curves, before looping back into a sling test with 180-degree turnaround on a wet and smooth stainless steel plate, followed by a slow drive through the quarter pipe.
The head start concept of the German corporate statement is exemplified by high-quality materials, surfaces and workmanship that give full expression to the architecture. Instead of using conventional display equipment with scaffolding, spotlights and loudspeakers, the AreA1 Road show consists of a single, distinctive design space, described as a ‘mobile brand space’.
The lighting rigs were designed exclusively for AreA1, with programmable light and sound systems to ensure a spectacular show at night. The customised display furniture has clear edges and no visible joints or seams, and was specially developed for the occasion and is suitable for outdoor use. The hard-foam material from which the desks and other furnishings are molded, is coated with a special rubber material to form a surface that delivers a unique and striking feel. The entire structure sits on a slightly elevated 25m x 34m stage that is also constructed from high-quality materials.
The client in this project was AUDI AG, Ingolstadt and Schmidhuber + Kaindl GmbH, Munich handled the general planning.