3. Audi Cars – “The Gradient” at CES 2019, Las Vegas
▲Video Overview ©Mutabor
Project Overview
At the global technology benchmark CES exhibition in Las Vegas, Audi chose to showcase not only cars, but also “future travel scenarios”. MUTABOR and Audi perfectly embody the concept of “From Driving Experience to Experience Drive”, designed with “The Gradient” as the spatial narrative thread, allowing the audience to travel between the present and the future.
Design Highlights
1. Layered experience flow line
The exhibition booth consists of four progressive spaces, and the audience gradually enters different stages of “future travel” with the flow.
2. LED wrapping device
The giant LED screen forms a surrounding structure, enveloping the vehicle and the audience, creating an immersive sensory field.
3. Gradual Narrative logic
The colors, light and shadow, and materials of the space gradually change, simulating the process of “moving from the present to the future”.
4. Strategic Significance
MUTABOR has shaped the exhibition booth as an “experience theater”, no longer just a “car viewing”, but a “story of entering the future of travel”. What the audience experiences here is not only a display of technology, but also a shared picture of life depicted by the brand and users, greatly enhancing Audi’s sense of future and innovation.
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