Cyber store Audi City opens in London using technology designed and implemented by Razorfish


By The Drum | Editorial

July 18, 2012 | 2 min read

Car manufacturer Audi is preparing for the future and complimenting its dealer network with a new format – Audi City. Seeing the brand’s entire model line-up presented digitally in a compact space with its first location now open in London, close to Piccadilly Circus.

Marketing and design agency Razorfish is responsible for the design, concept and implementation of the multi-touch tables – the interaction modules – which are at the heart of the Audi City showrooms. People work from the tables, choosing their model, specs, tyres, etc. and then their selections are beamed up onto the walls where they can see them in 1:1 ratio.

Peter Schwarzenbauer, member of the board of management for marketing and sales at Audi, commented: “Audi City combines the best of two worlds – digital product presentation and personal contact with the dealer.

“This new retail format brings us even closer to our customers – geographically, of course, but first and foremost in terms of the quality of our relationship. Audi City offers new freedom for tailor-made services and an even more individual contact with the customer.”

The ground breaking media technology which allows Audi to show their range in its entirety, Schwarzenbauer explains how Audi City creates: “a one-stop-shop for experiencing out brand.” The project represents a milestone in the convergence between digital and brand communication programmes and retail marketing activity.

Tom Acland, CTO of Razorfish Germany who is responsible for the multi-touch tables, added: “The convergence of technologies, as we see it in Audi City, is an essential aspect of the trend toward a digitized high street.”

Andreas Gahlert, CEO of Razorfish Germany, commented: “We see the future of communications at the PoS in the convergence of mobile, apps, web content and classical communication.”

Audi City branches are to be rolled out across more than 20 locations in major international cities by 2015. The stores are also to be used as a dialogue forum for issues outside of the core automotive business, for example following the close of daily business they will play host to round-table discussions and exhibitions on issues such as urban development and mobility or on matters relating to art, culture and design.

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