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MATRIX Pop-up Club & Store / Pop-up club and store

MATRIX Pop-up Club & Store
MATRIX Pop-up Club & Store

Discipline: Communication

Discipline: Communication

MATRIX is breaking with typical auto show conventions and turning its back to the fairgrounds. The trade fair booth is transformed into a sleekly pop-up shop and nightclub. This stand-alone showroom in the city center is accessible to everybody. It transforms from a daytime retail hub to the city’s hottest night club and back in twelve-hour intervals. The involvement of local partners makes the club even more authentic. Donning VR headset, visitors find themselves in a digital MATRIX while standing in the real one. This double reality renders a vivid and exciting experience of the new car’s features while mixing virtual and actual space.

  • TARGET GROUPS Consumer / User, Trade / Industry, Other target groups:: Further specification: creative, digital natives, networker, age: 20-35, Further specification:: Further specification: creative, digital natives, networker, age: 20-35

  • TARGET REGIONS Europe

  • DEVELOPMENT TIME up to 12 months

  • DATE OF LAUNCH 2015

Client / Manufacturer

AUDI AG

AUDI AG
Ingolstadt, Germany

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Design

BLACKSPACE

BLACKSPACE GmbH
München, Germany

Marc Ziegler, Melanie Molnar, Moritz Pongratz, Robert Soschinski, Agnes Bachmaier, Lars Reiners, Jürgen Titz, Simone Grütter

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Design

PLANWERKSTATT GmbH

PLANWERKSTATT GmbH
Bedburg-Hau, Germany

Design

STAGG & FRIENDS GmbH

STAGG & FRIENDS GmbH
Düsseldorf, Germany