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Sporty, progressive, sophisticated these are the Audi brand values. The purpose of the new concept is to make these values visible and allow them to be experienced. Applied to the showroom, horizontal lines are drawn through all elements, creating an irregular grid as an analogy for speed and dynamics. This generates an image of a vehicle in motion, which causes the world to be perceived in horizontal structures. The use of new media and a selection of progressive materials in unusual combinations represents the core Audi brand value Vorsprung durch Technik.
Uschi Gierer, Sabine Meyer