Audi Brand Summit took place in Shenzhen, the tech heart of China. For the grand event we have conceptualized and produced the opening show, presentation of two concept cars, Aicon and Etron, and, most importantly, the world premiere of the newest model Audi Q8. We applied diverse setup configurations and multimedia tools to showcase each of the models: multilayered LED scene constructed on the lakeshore; large-scale lightning setup; mobile LED screens; multimedia content, synchronised with the dance performance and our exclusive technology elaboration — projection on kinetic arrays.

Aicon Concept is the innovative car without a steering wheel. The windscreen has no functional value either, therefore remains only as a decoration. To match the innovative key features of this special model, we decided to apply our newest development – projection mapping on the kinetic objects. Besides, the design of the car interface came up well with the chosen technology. As a result, kinetic triangles formed the basis of the show. During the whole presentation kinetic projection set the impulse to the content and transformed the stage.

When developing the presentation of the electric car e-tron we decided to focus on the powerful invisible energy that was brought to the humanity by photons transformed into men. The energy that is so fast and elusive that it leaves only crystal-clear and bright marks in time. Apart from the large LED screen, mobile screens and dancers were also used in the show setup. The dancers in the show represented the photons that delivered ideas and images of the future electric car.

The complex setup located outside of the show venue was the main distinction of this part from the previous shows. By the time the world premiere show started, the large LED screens parted and opened up to reveal the new setup with the view on the panoramic view of the city. Setup consisted of four main elements:

1. LED screens on each side of the stage;

2. LED boxes;

3. Dancers;

4. LED mesh in the center.

Each of these elements attracted attention and it was important to find the balance in all these components by connecting them with each other. During the show we tried to gradually switch attention of the viewers between each of the elements. By the end of the show, when the car appeared on the stage, we turned everything off and focused all the attention on the car.