The AreA1 Roadshow constructed by Schmidhuber + Partner in Barcelona is meant to combine an automtive brand and theatrical Driving Experience when launching the Europe-wide marketing campain for the new AUDI A1.This building is shaped after the imposing single-frame front grille of the new car model and it is compartimented in several zones that follow a clear dramaturgy.
At the first there are some showroom areas in which the new Audi model is presented in perfect light, and than there are some exibition areas, specifically designed to display the product informations and the last stop is a central marketplace with bar and seating which also representes the point where visitors cand join the Audi instructors on a test drive of the new car.
This course includes sharp curves, 180 degrees turnarounds on wet plain metal surfaces spreading over 3.000 square meters allowing to enyone to discover themselves that this new car from Audi is the “real deal” .The corporate statement “Progress through Technology” is transposed into the building design by high- quality materials surfaces and workmanship that give full expression to this architectural wonder.
Instead of using conventional lighting or display equipment with scaffolding and loudspeakers the AreA1 Road shows is crafted as a single distinctive design space and as the authors described it, this is a “mobile brand space”. This true urban island, as I would describe it, is a unique brand space constructed from high-quality materials with an exquisite design inspired by a powefull element of design from the automotive industry : a radiator’s grille of a sports car.