MetaDesign creates brand environments for Audi

In 2011, MetaDesign will unveil three trailblazing brand environment projects for Audi. Following the theme “Branded Spaces”, each aims to create an emotive experience of the Audi brand, one that will inspire beyond the existing Audi fanbase. These brand environments are designed to encourage visitors to enter into a lively, individual dialogue with the brand, thus encouraging engagement with Audi’s core concept: "Vorsprung durch Technik".

The start was the stunning launch of the new Audi A6 on Thursday, 31 March 2011 at the Museum der bildenden Künste (Museum of Fine Arts) in Leipzig. The motto, “The Art of Lightness”, was inspired by the lightweight construction of the new A6. This central theme was developed by MetaDesign and was reflected in all aspects of this exclusive event, from design to the spoken word, images, dance and film. The high point of the evening – the unveiling of the A6 for a select audience – was accompanied by a performance by Nadja Michael, a world-renowned soprano born in Leipzig. MetaDesign was responsible for planning the entire event, designed to showcase the Audi brand.

During the course of the year, MetaDesign and Audi will implement two more complex projects. Both of them are designed to provide insight into the fascinating world of Audi technology and its unique art of engineering while strengthening the perception of the brand, especially in and around its hometown of Ingolstadt. Multi-media implementation will be at the forefront of both projects, turning the premium brand into an experience for all the senses.

The MetaDesign team, led by creative director Thomas Klein, has been supporting Audi for over 16 years in its strategic alignment, ensuring that the brand’s core values – sportiness, sophistication and progressiveness – are consistently palpable throughout the company, from products to dealerships and in digital media. The successful collaboration between the two companies has won numerous awards. Most recently Audi Type, the new corporate typeface, and the strategically branded contents and design of Audi mobile apps each won an iF communication design award.

“In our many years of working with Audi we have always joined forces and met the new challenges and demands that branding brings, while working together to continually refine the Audi brand. Brand environments turn the brand into an overall experience, thus strengthening the intensity of its impact,” said Professor Uli Mayer-Johanssen, chairwoman of the executive board at MetaDesign.

MetaDesign has extensive experience in the development and implementation of high-quality brand environments, including exhibitions, showrooms and dealerships. Recently the agency has also realized similar projects for Volkswagen and ERGO.

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