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Audi, Paris Motor Show 14 / Trade fair stand

Audi, Paris Motor Show 14
Audi, Paris Motor Show 14
Audi, Paris Motor Show 14
Audi, Paris Motor Show 14

Discipline: Interior Architecture

Audi, Paris Motor Show 14

Discipline: Interior Architecture

The space and communication concept "Dynamic of Balance" presents two independent strengths in a perfectly balanced symbiosis of efficiency and dynamic. The "Ultra Structure" provides the basis and symbolizes technological performance with its 28 m projection. The counterpoint is the "Body Structure" – a finely polished geometric object measuring 34 m in length. Inspired by the multi-material space frame vehicle concept, the brand identity reflects a new step in the evolution of Audi’s lightweight construction expertise. Dynamism and performance were combined to bring ›Vorsprung durch Technik‹ to life through space.

  • DATE OF LAUNCH 2014

  • DEVELOPMENT TIME up to 12 months

  • TARGET REGIONS Europe

  • TARGET GROUPS Consumer / User, Trade / Industry

‘Dynamic of Balance’, the space and communication concept by Audi, presents a playful take on the automobile theme. Dynamics, aesthetics and the search for perfection are consistently implemented in the design. The high-quality craftsmanship mirrors the brand’s identity and lends a striking spatial presence to its maxim ‘Truth in Engineering’.
The iF jury
Client / Manufacturer

AUDI

AUDI AG
Ingolstadt, Germany

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Design

SCHMIDHUBER

SCHMIDHUBER
München, Germany

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