The Cloud - Audi 2016

THE CLOUD

Digitalisation and networking are having a lasting impact on mobility. Now SCHMIDHUBER is reflecting this in its trade show stands at the Paris Motor Show, creating the first completely digital interactive exhibition space for the world premières of the Audi Q5 and the Audi RS 3 Limousine.

POWERING THE DIGITAL ENTERPRISE

The stand’s architectural framework is provided by “the cloud”, a ceiling construction developed by SCHMIDHUBER and comprising 220 elements that can play various media. The elements are modular cube constructions with media-ready surfaces. Joining together these cubes creates the stand’s roof and exhibition areas, forming its “mediatecture” piece by piece.

THE CLOUD - ARCHITECTURAL FRAMEWORK

The main challenges during the planning and implementation phases were setting up the approximately 7,000 processed LED tiles, and, in particular, achieving the interplay of all the different media. The stand is designed as a modular system so that it can be used again, making it a long-term, sustainable option.

DIGITAL TOUCHPOINTS

Playing media on the surfaces of these elements brings “the cloud” to life. Visible data streams are created right next to the products on display, showing how the vehicles are networked. In addition, “the cloud” displays various touchpoints that allow visitors to generate tailor-made data from “the cloud” and receive it on their smartphones.

Client
AUDI AG

Concept & Architecture
SCHMIDHUBER, München

Concept & Communication
MUTABOR Design, Hamburg

Photographer
Andreas Keller, Altdorf