A low-tech idea which uses light and reflection to artfully display a vehicle.

Audi was looking to capture the attention of motorsport fans attending the 2011 Formula One race in Shanghai even though the brand does not currently compete in F1. The automaker enlisted Beijing-based architects Atelier FCJZ to create an outdoor pavilion to showcase an A8L W12 sedan, a strong seller in the Chinese market. Atelier FCJZ designed ‘AUDI Haus' consisting of an illuminated platform encircled by a series of vertical glass panels.

When viewed from the outside, the glass panels produce fragmented reflections of the A8 turning the vehicle into an abstract representation. Visitors could walk inside the pavilion to have a closer view of the car and experience a more intimate setting where the glass panes blurred the outside surroundings.

PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)