AUDI Pavilion at Shanghai Auto Show 2025

Introduction

With thanks to Audi and to Lead Agency AUDITOIRE, ATELIER I-N-D-J has crafted a transformative temporary pavilion for Audi, a critical public interface that positions Audi’s long-term strategy within the globe’s most vital auto market. Amid fierce competition, our vision was to create a clear architectonic that unifies two brands—legacy Audi and a new, tech-focused Audi tailored for a younger, digitally-savvy Chinese audience—under the singular ethos of Vorsprung Durch Technik.

Concept and Design

A pavilion that redefines the auto show archetype by embracing the principle of “less cars, more experience”. By displaying fewer vehicles, we prioritized immersive brand engagement, crafting generous spaces for exploration through thematic zones defined by enveloping circular forms. These zones, integral to the design, create a dynamic interplay of solids and voids, a bold architectonic that lends enclosure and distinction to each area while maintaining a unified spatial narrative. The porous upper floor enhances this experience, offering sweeping views from VIP lounges into the curved, expressive spaces below, reinforcing the less cars, more experience philosophy through a liberated, intuitive visitor journey.

A wide public plaza serves as an inviting urban gesture, welcoming over 520,000 visitors with a sense of openness and accessibility. A dramatic bridge bisects this plaza, physically and symbolically separating the legacy Audi brand from the new, youth-oriented Audi, creating a striking visual and experiential divide. Within the plaza, informal amphitheatre-style seating provides rest areas during public days, seamlessly transforming into a functional stage for high-profile press conferences, blending practicality with spectacle.

The material palette, carefully balanced to be neither overpowering nor understated, supports the design narrative by emphasizing the thematic zones and placing the vehicles at the forefront. Double-height spaces contrast with lower, intimate areas, creating a rhythmic flow of tall and low, light and dark, that guides visitors through the pavilion. This solid-void architectonic, rooted in the interplay of circular forms, amplifies the “less cars, more experience” ethos, allowing the architecture to tell a story as compelling as the vehicles themselves.

Digital and Lighting Integration

Ten seamless offline-to-online interactions, leveraging gesture control, facial recognition, and AI-generated content, foster natural brand engagement, embedding technology as a storytelling tool. This symbiosis of physical and digital realms ensures a frictionless visitor experience, reflecting the technologically immersive world while reinforcing “less cars, more experience”. Collaborating with lighting consultants, we harnessed light to define spatial zones and unify the two Audi brands, from heritage to innovation. Lighting accentuates the craftsmanship of each vehicle, sets atmospheric tones in thematic zones, and infuses the VIP lounges with warm, inviting hues, encouraging guests to linger on the open terraces.

Functionality

The pavilion is a multifunctional marvel, hosting press conferences, welcoming hundreds of thousands of public visitors, and providing exclusive VIP experiences. By reducing vehicle displays, we unlocked innovative spatial planning, ensuring a circuitous journey that feels both intuitive and immersive, a testament to the “less cars, more experience” approach.

Execution

Conceived over months by a multidisciplinary team spanning four continents, this 4,500-square-meter pavilion was constructed in just 10 days—a feat of meticulous project management and exacting standards. The result is a temporary structure with a permanent impact, redefining Audi’s presence in the world’s most important auto market.

Conclusion

This pavilion transcends traditional architecture, embodying Audi’s vision through a bold interplay of solids and voids, circular thematic zones, and a commitment to “less cars, more experience”. By integrating technology, harnessing light, and crafting a dynamic spatial narrative, we have created a platform that not only showcases vehicles but also tells a compelling story of Vorsprung Durch Technik.