Ingenious Play on Words

Project: Audi’s exhibition at the 2015 IAA, the Frankfurt Motor Show  
Product: Illuminated lettering with amazing effects, consisting of Lightgraphic in several levels
Designer: Schmidhuber + Partner GbR, Munich


A special highlight at the 2015 IAA was the temporary Audi exhibition stand construction on the Agora open space. Even before the spectacular presentation of the new models, visitors were led through the “Experience Walk”, an approximately 100 metre tour through four different Audi theme worlds. This experience trail was accessed via an escalator - and greeted visitors with the lettering “Audi Technologies”. In each of these letters, words had been illuminated in turn listing the innovative Audi technologies. Integrated Lightgraphic panes at several levels enabled terms and colours to be illuminated in turn.

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