Experience Design for the Audi CLT – Audi Secret Labs

Development of an immersive experience space for the staging of new vehicle generations

For the Audi CLT (Central Launch Training) of AUDI AG we developed a spatial and staging overall concept, which transforms the presentation of new vehicles into an immersive brand experience. Inspired by the atmosphere of a strictly secured high mountain laboratory, the „Audi Secret Labs“ created a narrative experience world, which makes the brand's innovative power spatially tangible. Through a sequential dramaturgy of access situations, vertical movement and spatial compression, participants are gradually led into the staging and emotionally prepared for the product unveiling. The interplay of Interior Design and Experience Design creates a consistent experience architecture, which impressively conveys the brand message and emphasizes the exclusivity of the presentation.