As part of Audi’s Central Launch Training in Winter 2015, Designliga, the Munich-based bureau for visual communication and interior design, designed a multi-sensory product show for AUDI AG’s Trade Marketing employees. Designliga developed the idea, script and scenography for “Audi Secret Labs” and was responsible for realization of the cross-disciplinary presentation, in which architecture and graphic design, multimedia elements, moving images and acting blend into a fully integrated brand experience.
With around 12,000 attendees from 40 countries, CLT is AUDI AG’s core market launch training element for national and international trade marketing staff. It is conducted in groups of 200 participants per day over a period of almost three months. The culmination of the two-day training, held in Munich, is an emotion-driven product presentation of previously unreleased vehicles.
Interalpen-Hotel Tyrol, a monumental building complex at an altitude of 1,300 metres, was chosen as the location for the 2015 product presentation. This stunning backdrop formed the setting for a vehicle presentation involving top-secret confidentiality, secret vehicles and the company security operations of AUDI AG at the heart of the Austrian Alps. Associations with James Bond immediately spring to mind; black-suited security guards, hidden laboratories and subterranean facilities. The inspiration for the concept of Audi Secret Labs.