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引言
Introduction

Atelier I-N-D-J为奥迪打造了一座具有变革意义的临时展馆。这个至关重要的品牌界面，将奥迪的长期战略精准锚定于全球最重要的汽车市场。面对激烈竞争，我们以清晰的建筑语言统合两个品牌维度——传承经典的奥迪与面向中国数字原生代青年的科技奥迪——在“Vorsprung Durch Technik”（突破科技,启迪未来）的品牌精神下达成和谐统一。

▼项目视频，video

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.

▼展馆概览，overview of the pavilion ©奥迪汽车

▼展馆概览，overview of the pavilion ©Atelier I-N-D-J

▼沉浸式的品牌体验场域，immersive brand engagement ©奥迪汽车

设计概念
Concept and Design

展馆以“以少驭多，体验至上”的理念重构车展范式。通过减少展车数量，我们创造了沉浸式的品牌体验场域：环形主题展区构成探索式空间序列，实体与虚空的动态交织形成鲜明的建筑张力。多处挑高的二层空间强化了这一体验，VIP休息区可俯瞰下层充满表现力的曲面空间，自由流动的参观动线完美诠释注重用户体验、减少车辆罗列的核心主张。

▼设计概念，design concept ©Atelier I-N-D-J

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.

▼“以少驭多，体验至上”，“less cars, more experience” ©Atelier I-N-D-J

开阔的广场以城市客厅的姿态，承载了超过52万访客的流动。一座极具张力的桥体将广场一分为二，在空间与精神层面区隔经典奥迪与年轻化奥迪品牌。广场中的阶梯式休憩区平日为观众提供停留空间，亦可瞬间转换为新闻发布舞台，兼具实用性与仪式感。

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.

▼开阔的广场，a wide public plaza ©奥迪汽车

▼一座极具张力的桥体将广场一分为二，a dramatic bridge bisects this plaza, physically and symbolically separating the space ©Atelier I-N-D-J

▼展会模式，exhibition mode ©Atelier I-N-D-J

▼媒体发布会模式，media launch mode ©奥迪汽车

材质系统经过精密配比，既不喧宾夺主又富有表现力，通过双层层高的节奏变化，引导访客在明暗起伏的空间中穿行。这种根植于圆形语汇的虚实建筑学，让空间叙事本身成为不逊于展车的精彩展品。

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.

▼圆形语汇的空间叙事，the interplay of circular forms ©Atelier I-N-D-J

▼灯光与数字融合，digital and lighting integration ©奥迪汽车

数字与灯光融合
Digital and Lighting Integration

十组无缝衔接的数字与实体交互系统（手势控制/面部识别/AI内容生成）将科技转化为叙事媒介。与灯光顾问协作打造的照明方案，既强化主题展区氛围，又串联起奥迪的双重品牌维度：精准的车辆重点照明、主题展区的场景光效、VIP休息区温暖的露台光晕，共同构建层次丰富的体验序列。

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.

▼数字与灯光融合，digital and lighting integration ©Atelier I-N-D-J

▼数字与实体交互系统，offline-to-online interactions ©奥迪汽车

▼灯光强化主题展区氛围，harnessed light to define spatial zones ©Atelier I-N-D-J

▼灯光强化主题展区氛围，harnessed light to define spatial zones ©Atelier I-N-D-J

功能性实践
Functionality

这座多功能展馆同时满足新闻发布会、大众参观与VIP接待需求。精简的展陈规划释放出创新空间可能性，形成既符合直觉又充满探索趣味的环形动线，堪称”以体验为核心”理念的典范之作。

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.

▼趣味的环形动线，a circuitous journey that feels both intuitive and immersive ©Atelier I-N-D-J

高效执行
Execution

横跨四大洲的多学科团队历时数月创作，最终仅用10天完成4500平方米展馆搭建，展现严苛标准下的精密项目管理。这座临时建筑所产生的影响，将持续作用于奥迪在全球最重要市场的品牌势能。

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.

▼严苛标准下的精密项目管理，meticulous project management and exacting standards ©奥迪汽车

结语
Conclusion

本作品超越传统展馆范式，通过虚实相生的建筑语言、环形主题展区、以及“以少驭多，体验至上”的坚定实践，完整诠释奥迪品牌愿景。科技融合、光环境塑造、动态空间叙事的协同作用，最终成就了一个不仅展示产品、更生动演绎”突破科技,启迪未来”的品牌剧场。

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.

▼虚实相生的建筑语言，a bold interplay of solids and voids ©奥迪汽车

社会和经济影响
Economic & Social Impact

整座展馆采用100%可回收结构，高效节能的LED照明系统降低能耗达40%。在文化层面，设计既致敬了中国传统空间美学中的和谐、流动与阴阳相生之道，又强化了奥迪的全球化品牌基因。行业意义，该展馆引发了车展模式的范式转变，奥迪通过突破传统车展的物理边界，不仅重塑了品牌高度，更树立了临时建筑驱动持久变革的新标杆——这印证了真正的先锋设计，既关乎空间的塑造，更关乎行业认知的重构。

The entire structure was 100% recyclable, and energy-efficient LED lighting slashed power consumption by 40%. Culturally, the design paid homage to Chinese spatial principles—harmony, fluidity, and the interplay of opposites—while advancing Audi’s global identity. The project’s commercial impact: it generated 1.2 billion+ media impressions, trended nationally on Weibo as the “most innovative auto show pavilion,” and contributed to a 28% surge in post-event test-drive requests. Critically, the pavilion sparked industry-wide shifts, with competitors adopting similar “less cars, more experience” approaches in subsequent shows. By transcending the traditional auto show format, Audi not only elevated its brand perception but also set a new benchmark for how temporary architecture can drive lasting transformation—proving that visionary design is as much about shaping minds as it is about shaping space.

▼轴测图，axonometric ©Atelier I-N-D-J

设计公司: Atelier I-N-D-J
完成年份: 2025
面积: 4500 ㎡
地点：中国上海市青浦区崧泽大道333号国家会展中心
客户: 奥迪汽车x Auditoire
设计团队: Ian Douglas-Jones, Benny Chen, Laura Polvara, , Yuan Xiang, Qi Zheng, Jingjing Zhou
摄影师: Ian Douglas – Jones, Benny Chen, 奥迪汽车

Design Architect: Atelier I-N-D-J
Year of Completion: 2025
Area: 4500 ㎡
Location: National Exhibition and Convention Center, No. 333 Song Ze Avenue, Qingpu District, Shanghai, China
Client: Audi X Auditoire
Design team: Ian Douglas-Jones, Benny Chen, Laura Polvara, , Yuan Xiang, Qi Zheng, Jingjing Zhou
Photography: Ian Douglas – Jones, Benny Chen, Audi Team

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Atelier I-N-D-J

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