Audi’s first digital showroom in Asia opened on January 31, 2013 in the centre of Beijing. Audi City Beijing is Audi’s largest concept showroom combining digital product presentation with individual customer service worldwide. “With Audi City Beijing, we bring a new exclusive and futuristic brand experience right to the midst of the urban lives of the people in Beijing,” says Luca de Meo, former Member of the Board of Management for Sales and Marketing at AUDI AG. “The vibrant capital of our largest sales market worldwide is a perfect location for this innovative digital showroom concept.” The idea behind Audi City is to create a digital showroom where buyers could browse all aspects of the latest car models using state-of-the-art interactive screens. The concept, as the name suggests, is for inner city show rooms where space is at a premium. Audi City’s architecture and interior design are developed by raumwerk in Frankfurt. For Audi City Beijing anySCALE was the responsible design partner to realise the German design in China. As part of the design anySCALE created an eye-catching spiral staircase connecting the two floors of the digital showroom. The mechanical engineering and structural design of the staircase were especially challenging as building regulations required a fire curtain to separate the two floors.
