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While incorporating the claim The art of progress, the two-day event for dealers and importers conveys at six locations the key position of the new Audi A8 as an image icon. Their sequence and design follow a clear dramatic composition: emotionalize at the Raventos winery, convey facts at the presentation of the A8 laboratory and demonstrate at the Fast Track race track. The term brand space takes on a new dimension: it is furniture, a building, a branded mountain valley. The effect is not merely achieved by logos and claims, but rather by integrating the specific characteristics of the locations, which become connected to the brand.
Schmidhuber + Partner