Audi IAA 2013

Architecture
Schmidhuber & Partner, Munich/Germany

Planning time
2012 − 2013

Construction time
2013

Services by Werner Sobek
Structural engineering

Client
Audi AG, Ingolstadt/Germany

Photography
Andreas Keller, Altdorf/Germany

With a total floor area of some 3,400 m² the free-standing building presents the outward appearance of a strict, white geometric cube. On the inside, trees, buildings, even whole city districts appear to grow downwards from the ceiling. In doing so, the different neighbourhoods reflect the varying characteristics of mobile urban life: On show are the latest technologies and drive concepts, customization and sporting aspirations as well as the Audi design philosophy. A composition of architecture, media presentations and light installations characterize the common experience designed to reveal to today‘s visitors new perspectives on the multiplicity of future urban mobility. It was possible to make use of some of the elements used to build the trade fair stands in previous years to construct the two-storey, U-shaped steel lattice work – an important contribution towards the ecological and economic life cycle balance of the stand.