Audi, Paris Motor Show 14
Trade fair stand
The space and communication concept "Dynamic of Balance" presents two independent strengths in a perfectly balanced symbiosis of efficiency and dynamic. The "Ultra Structure" provides the basis and symbolizes technological performance with its 28 m projection. The counterpoint is the "Body Structure" – a finely polished geometric object measuring 34 m in length. Inspired by the multi-material space frame vehicle concept, the brand identity reflects a new step in the evolution of Audi’s lightweight construction expertise. Dynamism and performance were combined to bring ›Vorsprung durch Technik‹ to life through space.
iF Gold Statement
Dynamic of Balance, the space and communication concept by Audi, presents a playful take on the automobile theme. Dynamics, aesthetics and the search for perfection are consistently implemented in the design. The high-quality craftsmanship mirrors the brands identity and lends a striking spatial presence to its maxim Truth in Engineering.
Date of Launch
2014
Development Time
up to 12 months
Target Regions
Europe
Target Groups
Consumer / User, Trade / Industry