Audi is to showcase bold exhibition architecture at the IAA International Motor Show next month (September 19 to 27). Instead of a traditional convention booth, it has in place a multimedia experience for showgoers who visit a temporary building at the Frankfurt exhibition grounds.

“We've never developed an exhibition presentation that was as thematically stringent as this one. Never before have we been able to describe the innovations from Audi in such great detail. At the 2015 IAA we will be offering our visitors more of an experience than ever before. This is a unique combination,” says Luca de Meo, Board member for sales and marketing at Audi AG.

The entrance to the Audi building is the starting point for the so‑called ‘experience walk’, a corridor encircling the car exhibition in the building's interior. The 100‑metre course leads visitors through Audi’s four key themes: the motorsport genetics of the Audi Sport sub-brand, the portfolio of innovations under ‘Audi Technologies’ ranging from the virtual cockpit to laser light, the efficient technologies of Audi ultra and the quattro all‑wheel‑drive. Innovative presentation formats in the experience walk appeal to all senses, from the quattro ice room at 21deg below zero Celsius to a holographic window that uses augmented reality to connect digital information about the Audi technologies with the physical automobiles on display.

The new A4 introduces many of the presented technology highlights to its segment. The company’s bestseller is positioned at the centre of the building on a rotating platform that is part of an oversize compass. As soon as the compass turns to one of the four cardinal directions, the entire media display of the exhibit switches between the four thematic worlds of Audi. Another look into the future provides the e‑tron quattro concept. The sporty SUV provides an outlook on the brand’s first large‑series electric car.