schmidhuber + partner: audi ring for frankfurt motor show 2011
 
schmidhuber + partner: audi ring for frankfurt motor show 2011 schmidhuber + partner: audi ring for frankfurt motor show 2011
sep 05, 2011

schmidhuber + partner: audi ring for frankfurt motor show 2011

the ‘audi ring’ designed by schmidhuber + partner for the 2011 frankfurt motor show

 

 

a double-story twisting test drive track encircles vehicle showrooms and exhibits in the ‘audi ring’ building created by munich-based architecture studio schmidhuber + partner for audi during the 2011 frankfurt motor show, running september 15th through 25th.

situated on agora square, the ‘audi ring’ composes an entirely separate building at the fair site, the first free-standing temporary building at the event. upon entry, visitors encounter the ‘grand hall’ showroom of new audi vehicles, followed by interactive exhibits about the company’s technology and design process.

a 400-meter test track extends across both levels of the interior, visible from the exterior via cutaways along the structure’s sides and top, and permitting the travel of up to nine vehicles at once. the course is open for visitors to experience by riding as passengers alongside professional drivers in a range of current and future audi vehicles.

audi elaborates on the design concept: ‘the test track pervades the building like a pulsating artery, forming the core of the architectural ensemble around which the whole building is shaped; all entrances, openings, and façade contours are geared towards this dynamic vehicle presentation. movement, not only of the vehicles, can be felt in every corner of the building. […] the sophisticated choreography of the test track defines the overall spatial and brand experience, [forming] the emotional climax and end of the tour.‘

‘audi ring’ will remain in place following the end of the frankfurt motor show until october 20th.

 

 

full view

 

 

profile perspective view

 

 

perspective scale view

 

 

detail aerial view of the 400-meter test track

 

 

project info:

project: temporary exhibition structure location: frankfurt, germany client: audi concept and architecture: schmidhuber + partner communication and media displays: KMS team dimensions: length 100 m / width 70 m / height 12 m total area: approx. 8500 sq.m. exhibition area: approx. 4500 sq.m.

  • these companies have too much money!

    michael says:
  • these companies have too much money!
    michael 09.05.11

    word!

    and why didn’t they choose Allmann Sattler Wappner – I thought they made the entire corporate design for the stores …

    http://www.allmannsattlerwappner.de/#/de/projekte/detail/99/

    http://www.allmannsattlerwappner.de/#/de/projekte/detail/79/

    nombre says:
  • OK michael and other haters, maybe you could also take a second though to think about the implications of this. yeah it’s an expensive project. but it’s a temporary installation. and yet, cars are going to be driven in it, there’s tons of tech-sounding stuff installed….

    so surely it involves coming up with some innovative construction techniques.
    ones that we might adapt for a whole range of other kinds of uses.

    these companies might have a lot of money, but I’d rather that it gets used in something like this, that spurs us even just a little bit towards some future track.

    richard says:
  • um…. also that track is awesome!!!!!

    (I mean…. “what richard said!”
    OK, so I am not as smart as him 🙂
    I still like this building. 🙂 )

    Tito says:

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