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At the IAA 2013, Audi created a booth where visitors could experience Audi’s technological innovations first hand. They invited everyone to experience mobility from an unusual angle. Audi’s motto, »Perspektivwechsel« (a change in perspective), was translated in an emotional, sustainable way: by literally turning the city upside down. A 4 m high-mirrored façade banner carries the “hanging city” outwards for the illusion of a floating 3,400 m² building. Inside, entire neighborhoods grow from the ceiling, reflecting aspects of future mobile urban life, the latest Audi’s technologies, drive concepts and design philosophy along with individualization and sportiness.