With Sales Strong, Audi Designs a $14.3 Million Party Hall for Frankfurt Auto ShowAudi AG will build a lavish new 15,000-square-meter exhibit for the 64th Frankfurt auto show, running Sept. 15 to 25.
The signature feature of the multilevel display will be a 400-meter-long test track, around which AudiΆs cars may be tested by prospective customers. Moritz Dreschel, an Audi spokesman, said Monday in a telephone interview that there would be a Web site for people interested in arranging test drives.
“For the first time, there will be a real Audi building at the show,” Mr. Dreschel said. Previously, Audi shared space with other manufacturers inside one of the convention centerΆs existing halls. The brandΆs plans, like its sales, have grown significantly since the last Frankfurt show, in 2009.
The new display, designed by Schmidhuber & Partner, a Munich-based firm, will be built in an open area between halls.
“It is not about the size, but about quality,” Mr. Dreschel said of the new display. “About how people perceive the Audi brand and its vehicles, and how they can interact with it. We wanted to provide our customers with an element of surprise.”
Mr. Dreschel declined to elaborate on what vehicles the brand would introduce at Frankfurt, an important venue for European manufacturers to show their most significant future models.
Interestingly, the exhibit, which is projected to cost more than 10 million euros ($14.3 million) to build, is temporary. Because the convention center is used for a multitude of trade shows — and the next Frankfurt auto show is not scheduled until 2013 — the Audi display will be dismantled a couple of months after the auto show.
Arrangements have already been made to use the Audi facility for a book fair at the convention center in October. “But it will be removed quickly, soon after that,” Mr. Dreschel said. He added that the display would be built in modular components, which can be saved, stored and reused at future events.
“But the core of this unique building will never be rebuilt in this way again,” he said.
[Audi] $14.3 Million Party Hall for Frankfurt Auto Show
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