The Audi Ring is the perfect example of how architecture can play a huge role in conveying a brand experience, and Audi did not hold back. This unique, lucid and dynamic pavilion includes an integrated two level track where cars were simultaneously moving.

The pavilion is experienced in three stages; the Grand Hall, Technology Park, Stage and Track. In the grand hall visitors got to see the complete range of Audi cars. The technology park focuses on “Audi ultra”, “Audi connect”, and Audi e-tron.

Center stage visitors experienced the Audi A2 concept and Audi urban concept as well as the multi-media brand show. Finally on the 400 meter long track visitors could experience the brand to the fullest by driving select cars.

photography by © Andreas Keller

Courtesy of Audi

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