Detailaufnahme Terrasse: Inszenierung der Marke
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> AUDI AG

Information on the client

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AUDI AG is a german premium automobile manufacturer and is owned by the Volkswagen Group.
Audi quattro ® (smart table): Digitale Inszenierung der Marke
> AUDI AG
quattro Festkogl Alm – Digital brand staging
Detailaufnahme Terrasse: Inszenierung der Marke

> AUDI AG

quattro Festkogl Alm – Interior Design

Project information

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Services

- Concept
- Interior Design LP 1-8
- Styling
- Screen design
- Digital brand staging

Task

Concept, design and execution of an Audi quattro brand staging in the alps.

Approach

The Obergurgl-Hochgurgl skiing area is known as the ‘diamond of the Alps’, with an international reputation based on its extreme altitude and guaranteed snow. The quattro Festkogl Alm represents a dialogue between the Alpine environment and the world of high-tech, revealing Alpine images and themes in a new light and presenting design that combines traditional elements with avant-garde, and craftsmanship with high-tech production methods.

Part of the Festkogl Alm, located at an altitude of 2650 m at the heart of the skiing area, was renovated shortly before the start of peak season. The complexity of the plans was further exacerbated by severe weather conditions and extreme logistical challenges during the Alm hut's continued operation. The realization of this architectural metamorphosis begins with a visual impetus arising from the parapet and extending throughout the terrace to reach its culmination on the facade.This core visual impetus is continued throughout the interior of the hut. The section of the dining area located behind the aluminium facade features faceted interior walls, forming the maximum contrast to the existing interior design of the hut and establishing a dialogue between the smaller-scale, traditional sectioned wooden elements and the large-scale geometric aluminium surfaces.

The contrast between old and new that begins at the entrance to the hut builds throughout the interior, with its media-enhanced elements, before subsiding again at the entrance to the second dining area. The decor of the heating stove is inspired by aspects of traditional mountain hut interiors, but combines them with elements drawn from the history of the quattro. Instead of a traditional stag's head, the stove features a 3D sintered model of a gecko – symbol of the quattro technology. In their ‘non-activated’ state, the tables appear to feature red-and-white checked tablecloths as centrepieces. When the tablecloth is ‘activated’ the checked pattern dissolves to show a mountain landscape through which an Audi with quattro technology is seen making confident progress.

Link: Digital brand staging.

Preview

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quattro ® Festkogl Alm in Obergurgl, Tirol
balustrade Festkogl Alm Obergurgl (Branding: Audi)
Detail balustrade (Interior Design Festkogl Alm, Obergurgl)
 (long shot): Interior Design Festkogl Alm Obergurgl
front view of the quattro ® Festkogl Alm in Obergurgl, Austria
terrace "quattro" Festkogl Alm (Interior Design Obergurgl)
interior design - front quattro ® Festkogl Alm in Obergurgl, Austria
Detail: raster (Interior Design Festkogl Alm, Obergurgl)
Home of quattro: Detail Branding Audi (Festkogel Alm, Tirol)
interior view quattro ® Festkogl Alm in Obergurgl, Austria
Long shot: Interior Design Festkogl Alm, Obergurgl in Tirol
Home of quattro: Branding Audi (smart tables)
Home of quattro: Branding Audi (Festkogel Alm, Austria)
Nimbus Lights and smart tables, Festkogel Alm Obergurgl
interior design: quattro ® Festkogl Alm in Obergurgl, Tirol
interior view quattro Festkogl Alm in Tirol, Austria
Interior Design: fireplace with gecko (Festlkogl Alm, Obergurgl)
screendesign smart table (Festkogl Alm, Obergurgl)
Home of quattro: screendesign digital tablecloth
smart table - interior design festkogl alm
floor plan: Festkogel Alm Obergurgl-Hochgurgl
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