Audi’s Experiential Secret Lab

The Audi exhibits are extraordinary manifestations that inspire enthusiasm with their form- and design-language and their superb staging of the brand as an experience.

“Audi Secret Lab” is the motto for a rectangular building which is covered with a dramatic 500-square-metre invisibility cloakouter shell that appearslooks like a futuristic stealth structure. The stealth coating consists of a façade material that has never been used in this form before: a total of 13.096 triangular tiles with lenticular screenspatterns. They were applied individually by hand in a long and laborious process.

Thanks to the optical flip effect of the lenticular material – which is often commonly seen on 3D lenticular postcards – the individual triangles change color depending on the viewing angle. Thus they give the building a shimmering, metallic, reflective and constantly changing surface that deliberately causes the de-materialiszation of the stand amidst the colorful diversity of the hectic excessive and exuberant visual stimuli atof the Consumer Electronics Show.

The booth concept “Audi Secret Lab” is supported by a microsite that fittingly extends the design concept into the digital channels. Using a face-tracking system via webcam, the flip effect of the lenticular booth surface is adapted and brought to life on the screen. This encourages users to playfully discover Audis innovations presented at the CES, even without attending the exhibition. A social feed with tweets and Instagram photos using the hashtag #AudiCES, shows the buzz and content generated by people on site and online. The result is a fully integrated communication and brand experience.