Audi sheds light on shifting automotive boundaries with the opening of a new 'House of Progress' in central Vienna. Designed by Schmidhuber Brand Experience GMBH, the showroom provides an immersive e-mobility experience, where the brand's commitment to digitalisation, design, performance, and sustainability comes to life.
Photo: Vibia
In the heart of Vienna's city centre, visitors to the new House of Progress enter a completely new Audi world. The showroom invites guests to experience what the phrase 'Future is an Attitude' means in real terms.
Visitors become part of a journey through Audi's future-oriented vision, while exhibits and interactive graphics illuminate the dawn of a new design era.
Throughout the project, Schmidhuber uses interior design to underline the brand's core values. Simple, high-quality materials, clean lines, and sleek designs greet visitors as they enter the space. Fusing technology, light, and architecture, Sticks by Vibia claims much of the space overhead.
A dynamic design by Arik Levy, the Sticks collection consists of sleek aluminium rods that transform linear light into a floating sculpture. Enhancing the minimalist interior of Audi House of Progress, their graphic form disrupts the surrounding planes to form a new architectural dimension.
Both floors are divided into different zones to meet the requirements of visitors and customers. This includes a variety of conference rooms, private offices, and informal meeting areas. Multiple custom compositions of Sticks connect the different spaces, creating smooth spatial transitions that mirror the brand's commitment to future-oriented, integrated design.
Sticks luminaires can be connected to reach a total length of 6.5 metres per electrical connection. Spanning both storeys, a multi-stick composition connects the ground floor to the first, clinging to the wall of the staircase before being suspended from the ceiling into open space.
Photo: Vibia
In a private office space, a simple three-stick composition illuminates a small meeting table, its graphic silhouette drawing lines of light overhead. The larger conference rooms are illuminated by multiple ceiling-to-ceiling and wall-to-ceiling configurations, lending the showroom a modular, industrial look.
Audi House of Progress is a worldwide exhibition concept. The Audi Pavilion in the Autostadt in Wolfsburg was the first permanent House of Progress, with temporary locations launching in various urban hot spots, including Vienna, Seoul, and Milan. Rather than acting as sales outlets, these locations offer visitors space to connect with the brand and get to know the company, its products, and its values.
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