Ever wondered what is all about a major exhibition area at an international motor show?
If you have, here is all you may want to know about AUDI’s 6,000 square metres display designed to present 34 Audi of all sorts and to celebrate the 100th anniversary of the company.
The Audi stand at the IAA will be “Bright White and with a Big Heart” says the company which is announcing five world premieres, including what it describes as insights into electric mobility of tomorrow.
Audi S5 Sportback debuts in Frankfurt
To build it they will use 230 metric tons of steel, 560 square meters of glass, 67 kilometers of electric cable. Some 300 fitters will work 25 days to assemble the “installation” (a work of art) downloaded from 90 trucks
The result of their work will be a gleaming white stand – 6,000 square meters in size (4,000 at ground level and 2,000 one storey up) – with a dazzling design to showcase 34 perfectly situated Audi vehicles. The Audi stand spans 86 meters in length and 46 meters in width. At the center of the stand there is a huge heart show-casing key Audi innovations such as TDI technology, lightweight design/construction, and Audi history. A chrome-polished R8 will get visitors’ hearts pumping even faster.
Through the press and public day it will be the work place for 55 Audi employees as well as 85 event hostesses/hosts trained and prepared to provide details to all interested visitors.
This puts each and every one of the 34 exhibition vehicles in the best possible light. Audi’s trade-show specialists begin planning the configuration of spotlights months in advance and down to the millimeter so that no unwelcome reflections arise and that every perfectly positioned Audi’s colors and contours are perfectly accentuated.
The same applies to the stand’s steel structures, which weigh many tons and are precisely positioned by surveyors who use laser measurements. Everything must be 100 percent perfect. This is due to reasons of not only time but also safety: some 750,000 people are expected to visit the 2009 IAA! Stands must therefore be indisputably sound in design and execution.
Audi says it had managed to execute a trade-show strategy which costs far less than that of its strategic competitors. A considerable amount of the materials Audi uses at a trade show, for example, will not simply be discarded, but rather re-used at future automotive exhibitions. It could be said that Audi relies on a modular trade-show framework – an assembly concept of sorts.
Audi’s IAA Stand: Specs and Facts
6,000 square meters of overall floor space
4,000 m2 on ground floor; 900 m2 of elevated surfaces/ceilings
2,000 m2 upper floor
34 exhibition vehicles (5 of them world premieres)
2 vehicle lounges (quattro Lounge: 162 m², A5 Sportback Lounge: 85 m²)
3 catered lounges (309 m² altogether) with 150 seats
12 months of planning; 55,000 hours of planning
90 truck loads
300 people on set-up team
24/7 set-up
25 days of setting-up
560 m2 glass façade
230 metric tons of steel
67 km of cables
39 metric tons suspended from the Hall’s ceiling
8.45 meters: height of the lighting truss’s lower edge
3 km of truss crossbeams
1,400 spotlights
2,000 KW power output
Highlight LED: 14 meters wide and up to 4.70 m high
Highlight LED with 2,101,248 Surface-Mount Devices (pixels)
Heart of Audi: 40 meters long and up to 10 m wide
Heart of Audi with approx. 1,500 LED panels (á 16×16 LED points)
19 different exhibits, incl. 2 cutaway engines
Various floor coverings: laminate, genuine wood veneer, aluminum, anodized-aluminum panels, concrete scrap, glass, carpet
95 meters of leather-covered seating in Heart of Audi; 7 staircases
25 offices and conference rooms
16 climate-control units
85 event hostesses/hosts
55 Audi employees.
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