Giving the future a framework - Audi at the IAA 2019

At the IAA, the automotive industry shows what it can do. For Audi as a German brand, it is a home game at which the brand showcases its innovative strength and vision in a unique way. Giving the future a framework Audi at the IAA 2019


Featured social media campaign

For Audi, the motto of the IAA2019 was "Discover your space". Sustainable future concepts invite visitors to explore, and the presentation is closely linked conceptually with the brand's social media activities. Audi opens up photo opportunities for its visitors and involves them as potential multipliers in spreading the message.

Highlights emphasized

As a central element of the exhibition design, large-format product display windows with a striking presentation characterize the external appearance of the stand. They are designed as eye-catchers and integrated into a superordinate frame structure. Audi and the trade fair specialist Schmidhuber Brand Experience have opted for white in order to set the display windows apart from the unsettled background of the trade fair and to make it easier for the viewer to focus. For the frames, Duropal HPL in high-gloss Icy White is used, which ensures the desired contrast with its unique brilliance. 

At a glance

Object:Audi booth at the IAA 2019
Concept and communication: Mutabor, Hamburg
Architecture:Schmidhuber, Munich

Metron Eging, Eging am See



Flawlessly presented

For fans of the brand, a visit to the store is simply a must at the trade show. And the presentation of the latest clothing and accessories from the Audi collection also consistently continues the play with contrasts and clear lines. Duropal HPL SolidColor in silk matt ensures that the premium claim is clearly perceptible here as well. The matt look on the floor and walls gives the Audi Boutique a noble overall impression that, thanks to its easy-care finish, loses none of its impact even after a full eleven days at the trade fair and thousands of visitors. This is why Schmidhuber Brand Experience attaches great importance to using the through-dyed quality of the material. Because that way, even slight superficial damage remains on the floor without any visible effect.

Products used

U11027 Icy White

Learn more about U11027

Duropal HPL

Decorative high pressure laminate in postforming quality according to EN 438-3:HGP/VGP, with robust melamine resin surface and sanded reverse.

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Duropal SolidColor

Decorative high pressure laminate in standard quality according to EN 438-9:BTS, with uniform colour-through core for the highest demands on aesthetics, functionality and durability. The reverse is sanded ready for gluing.

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DecoBoard P2

Urea resin bonded particleboard with decorative melamine facing on both faces, awarded with the Blue Angel.

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