Audi Design Elements Stun Paris Motor Show Attendees
German carmaker Audi is known for its slogan “Vorsprung durch Technik” or “Advancement through Technology.” For the 2014 Mondial de l’Automobile in Paris, Audi’s exhibit design seemed to take those four interlocked rings, stretch them out and connect design with technology in an artful manner.
The exhibit concept was based on the “Dynamic of Balance.” On the floor, the main structure framework projected out approximately 92 feet. A “counterpoint” design element was the body structure, a finely polished geometric object measuring about 111 feet in length that floated above attendees’ heads over the footprint. These two design elements in the booth were inspired by Audi’s multi-material space frame vehicle concept, reflecting a new step in the evolution of Audi’s “lightweight construction expertise.”
In addition to these build elements, Audi’s booth featured a “highlight stage” with the Audi TT Sportback concept show car, a new A6 and new TT Roadster—all framed by a large-scale LED display that showed, in some rotations, larger than life eyeballs… all eyes on Audi. This year’s Le Mans winner, the Audi R18 e-tron Quattro, was also on display, along with the A3 e-tron.
Capping off the exhibit design was a catering lounge inspired by a French bistro. The crisp, cream-colored space inside featured long rows of high-top and regular seating, as well as tables for six. The walls were covered with black chalkboards and mirrors, featuring sketched designs that appeared to be drawn in white chalk.
Audi wanted to raise its profile with the general public through this booth design at one of the most popular auto shows in the world. And at auto shows where there are plenty of pretty cars and striking builds to look at, Audi set itself apart with a story-based design showcase.
“From design and performance standpoints, the Audi TT Sportback concept ranked as one of the hits of the 2014 Paris Motor Show,” said one review from The New York Times. We say the booth concept, with its Audi design accents, helped catapult this claim.