Audi at IAA: A Journey Through White and Light

Unlike the open, bustling areas of other IAA Mobility Open Spaces, Audi’s approach is all about reduction and understatement. The brand’s stand is a large white cube, inside of which lies a single tunnel-like passageway. At the end of this tunnel, the new Concept C concept car takes center stage—nothing else from the outside distracts the eye.

Visitors enter the tunnel from the side, greeted by minimal, elegantly presented information. Clear lines and a central watercourse guide the way, subtly dividing the path and leading visitors further inside. White fabric paneling and a soft gray floor draw the eye forward until reaching the “end of the tunnel,” where the Audi C is finally revealed in a pristine white-and-light-gray environment.

With this concept, Audi bridges past and future. Visitors move from an early station featuring a historic Audi model to the forward-looking Concept C. Notably, no current production models are on display—the focus is on conveying the essence of the “Audi feeling” rather than showcasing conventional cars.

LED Projector Combo

One might wonder where digital signage fits into such a minimalist setup. The answer appears at the start and middle of the tunnel. On one wall, a subtle yet technically sophisticated signage display blends seamlessly with the surroundings.

Here, an innovative combination of DV-LED and projection blurs the line between physical screen and projection. The effect is understated but impactful: content on both surfaces is perfectly coordinated, enhanced by a subtle water wall that reflects and amplifies the visuals.

IAA Open Space invidis Check – Audi

• Signage High: Perfect integration of LED and projection
• Signage Low: The first “screen” station feels slightly underwhelming
• Our Favorite Detail: The integration of water—sound vibrations visible on the surface add a poetic touch