© Andreas Keller

安德烈亚斯·凯勒

架构师提供的文本描述。奥迪在2015年法兰克福车展上的展览提高了创新现场交流的门槛：在参观者看到品牌建设中心提供的奥迪汽车的所有系列之前，他们首先展示了四个重点主题：奥迪超(Audi)、奥迪技术(Audi Technologies)、夸特罗(Quattro)和奥迪运动(Audi Sports)。“四的力量”

Text description provided by the architects. Audi’s exhibition at the 2015 Frankfurt Motor Show is raising the bar for innovative live communication: before visitors get to see the full range of Audi automobiles on offer at the center of the brand building, they are led through an impressive presentation of the four focus themes: Audi ultra, Audi Technologies, quattro and Audi Sport. “the power of four.”

 © Andreas Keller

安德烈亚斯·凯勒

Schmidhuber的管理合伙人MichaelOstertag-Henning说：“现场交流改变了你的观点。”“越来越重要的是，为游客提供关于品牌及其产品的新的、不同的观点，以便对每一个目标受众进行单独的演讲。”这正是“四的力量”所做的：游客体验奥迪在“体验之旅”中的四个焦点主题并与之互动。这是品牌和产品的完美互动。我们正在改变传统的沟通原则，以一种新的和情感的方式展示奥迪品牌的优势。“

“Live communication changes your point of view,” says Michael Ostertag-Henning, Managing Partner at SCHMIDHUBER. “It is becoming more and more important to offer visitors new and different perspectives on the brand and its products, in order to speak individually to each target audience. And that’s exactly what “the power of four” does: visitors experience and interact with Audi’s four focus topics in the ‘experience walk.’ It’s a perfect interplay between brand and product. We’re turning the traditional communication principle on its head and showing the advantages of the Audi brand in a new and emotional way.”

 © Andreas Keller

安德烈亚斯·凯勒

“体验步行”开始于游客通过一种微妙的、有机的网络结构进入自动扶梯的过程中，这种网络结构是从建筑物的外墙上生长出来的。这是一个轻量级的三维超结构，也是探索之旅的开始。

The ‘experience walk’ begins as visitors enter the building on an escalator through a delicate, organic network structure that grows from the façade of the building. It’s a lightweight ultra structure in 3D, and the beginning of the voyage of discovery.

 First Floor Plan

一层平面图

游客体验轻量级建筑、高效引擎和替代燃料的优势。下一个领域是奥迪技术公司(Audi Technologies)，游客通过虚拟窗口第一次看到展览的主要景点。增强现实被用来展示中的汽车的技术创新，并给人留下奥迪创新所扮演的核心角色的印象。在奥迪四人区，游客会遇到一个视觉错觉的世界，一个维度和视角的游戏。

Visitors experience the advantages of lightweight construction, efficient engines and alternative fuels. The next area is Audi Technologies, where visitors catch their first glimpse of the main attractions of the show through a virtual window. Augmented reality is used to illustrate the technological innovations of the cars on display and give an impression of the central role that innovation plays at Audi. In the Audi quattro area, visitors meet a world of optical illusion, a game of dimension and perspective.

 © Andreas Keller

安德烈亚斯·凯勒

室温-21摄氏度创造了一个由冰雕刻而成的世界，展示了奥迪·夸特罗的品牌和生活方式。相比之下，下一节奥迪运动使用声音和视觉线索，以重新创造高辛烷值的气氛的赛车跑道，并画眼睛的汽车运动图标奥迪R18在最后，打开银行曲线，带领游客到他们的右边，汽车展区。

A room temperature of -21°c creates a world carved out of ice that illustrates the branding and lifestyle of Audi quattro. By contrast, the next section Audi Sport uses sound and visual cues to recreate the high-octane atmosphere of the racetrack and draw the eye to the motorsport icon Audi R18 at the end, turning on a banked curve and leading visitors to their right, down to the automobile exhibition area.

 © Andreas Keller

安德烈亚斯·凯勒

参观者现在进入展览的中心，在奥迪汽车的动态安装中看到了令人印象深刻的景象，在那里，体验行走中的四个重点领域被吸引到了一起。在大厅的中心，一个巨大的指南针转向指向不同的焦点主题，直接之上的新奥迪A4。

Visitors now enter the heart of the exhibition and are met by an impressive view across the dynamic installation of Audi cars, where the four focus areas from the experience walk are drawn together. Above the center of the hall, a huge compass turns to point to the different focus themes, directly above the new Audi A4.

 Second Floor Plan (B)

二楼图则(乙)

“四的力量”出现在四个巨大的媒体屏幕上，每个屏幕上都装有一辆真正的汽车，并与屏幕下面的虚拟故事进行交互。灯光，媒体和运动呈现给每辆车一个不断变化和发展的故事，以说明每一个关键的主题，由巡回指南针挑出在大厅的中心。

“the power of four” is presented on four enormous media screens, each one with a real car mounted on the screen, and moving to interact with the virtual story told on the screen beneath it. Lighting, media and movement present each car in a constantly changing and developing story to illustrate each of the four key themes, picked out by the roving compass needle in the center of the hall.

 © Andreas Keller

安德烈亚斯·凯勒

法兰克福车展是世界上最大和最重要的车展之一，今年9月17日至27日在法兰克福举行。

The Frankfurt Motor Show is one of the largest and most important car shows in the world, and this year runs from 17 to 27 September in Frankfurt.

Architects SCHMIDHUBER

Location Frankfurt, Germany

Category Showroom

Project Year 2015

Photographs Andreas Keller