Audi City – Digital Brand Space in an Urban Context

Audi City brings the automobile showroom to city centers and makes the entire model range digitally accessible. The showroom combines architecture, media technology, and brand presentation into a new retail format.

At the center is interactive vehicle configuration. At multi-touch tables, customers individually configure their desired vehicle. The selected variants then appear life-size on large-format video walls. This creates a realistic, immersive product experience in the heart of the urban space.

Materials are also digitally integrated into the experience. Paint and upholstery samples are equipped with RFID chips and are automatically recognized when placed. Changes appear immediately in real-time rendering on the screens. Customers see instantly how colors and materials affect the vehicle design.

Audi City combines digital technology with spatial brand presentation. The result is a showroom that makes complex product diversity accessible in a compact space and presents the Audi brand in a contemporary way.