Audi Exhibit Combines Distinctive Brand Space With Theatrical Driving Experience [Pics]
The AreA1 roadshow in Barcelona was designed by Schmidhuber + Partner.
Architects and corporate designers Schmidhuber + Partner helped launch the Europe-wide marketing campaign for the new Audi A1 by designing the AreA1 roadshow. At the exhibit, people could learn all about the new vehicle and take it for a test drive.
Located on the waterfront in Barcelona, Spain, AreA1 aimed to present the A1 in intricate detail to appeal to its target market, the young and urban crowd. There are a number of different zones including showroom modules, exhibition areas, a marketplace and a driving course. Visitors could view the Audi A1, learn product information and vehicle configuration, and join instructors on a test drive. Click through to see pictures of the exhibit: