Audi has made a bold move in China with the launch of “AUDI,” a new electric vehicle sub-brand presented without the iconic four-ring logo, targeting a younger, tech-savvy audience. Developed with SAIC, the debut E5 Sportback embodies minimalist, technology-driven design, signalling a new generation of EVs.
anySCALE reimagined the retail experience with the AUDI Runway, a cinematic centre stage featuring a digital LED backdrop and a full-spectrum lighting system that stages the car under varying lighting conditions. Via video-controlled colour mapping, the car appears in different light conditions, ranging from city night-time to outdoor nature drives. Pre-set modes optimize experiences for live streaming, allow sunlight tracking, and support personalised key sales moments. The LED back wall further integrates an interactive car configurator, remotely controlled via a tablet.
The showroom adopts a gallery-like, open-plan layout, featuring movable translucent partitions and display podiums that serve as branding areas as well as adaptable zones for co-branding campaigns. The Discovery Wall and a movable sample trolley enable personalized configuration of materials—from stitching and rims to custom interior scents. This immersive approach seamlessly blends technology, tactile engagement, and sophistication, delivering a premium experience that redefines automotive retail.
Materials reflect AUDI’s DNA and present vehicles with sophistication. Silver stainless steel links to the sister brand, walls feature vertical grated plaster, a traditional Chinese construction method, and light grey oak furniture echoes the E5 Sportback’s cabin interior. Leather accents, warm grey tones, and illuminated purple highlights on mesh panels and displays create a refined yet sporty atmosphere.
Sustainability guides the concept environmentally and socially. Rugs made of recycled PVC, certified leather, responsibly sourced wood, and traditional plaster techniques reduce environmental impact. LED campaign panels replace printed materials. Modular walls and flexible furniture allow adaptation. Customer-focused spaces such as lounges, café, and reception prioritize comfort, inclusivity, and interaction, immersing visitors in a technologically elegant, engaging, and explorative brand world.
