While creating the distinctive retail concept AUDI Runway for Audi’s new electric sub-brand “AUDI” in China, anySCALE developed a systematic spatial design guideline that transforms the concept into a replicable framework, enabling flexibility and sustainable brand growth across locations.
The spatial concept centers on the AUDI Runway—a core installation combining stage presence with digital immersion. The design guideline translates this “central stage” into executable standards by defining proportions, lighting logic, and digital interface integration. As a result, the AUDI Runway becomes a scalable, adaptable core module rather than a one-time installation.
Movable translucent partitions, modular display platforms, and flexible functional zones allow the space to shift seamlessly between brand showcases, co-marketing events, product launches, and digital livestreams. From overall layout to furniture details, from the Discovery Wall to interactive vehicle displays, each touchpoint follows a unified system. The guideline defines not only dimensions and materials but also module hierarchy and replacement logic, ensuring efficient replication and future upgrades without compromising structural coherence.
Rather than restricting design, the guideline establishes a sustainable spatial framework that maintains brand consistency while allowing continuous evolution.
