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Audi Area1 | Schmidhuber + Partner
The AreA1 Roadshow – combining a distinctive mobile brand space and theatrical Driving Experience, to launch the Europe-wide marketing campaign for the new Audi A1.



To launch the marketing campaign of the new Audi A1, the Barcelona waterfront was chosen to stage the AreA1, an intensive brand and product experience that combines a distinctive Audi brand space with a theatrical Driving Experience. The architecture projects a high value message, presenting the new Audi A1 in intricate detail as it targets the young, urban crowd.

The concept of the German corporate statement “Vorsprung durch Technik” is exemplified by high-quality materials, surfaces and workmanship that give full expression to the architecture. Instead of using conventional display equipment with scaffolding, spotlights and loudspeakers, the AreA1 Road show consists of a single, distinctive design space, best described as a “mobile brand space.” CLICK FOR MORE INFORMATION