Volkswagen / / Autostadt
An extraordinary brand experience
Redesign of the exhibition space
Autostadt, which attracts 2 million visitors yearly, is the brand experience centre and main production facility of Volkswagen. Autostadt wanted to redesign part of the exhibition space and create a new experience focusing on key themes of car production – both from the perspective of the Volkswagen Group as well as from the perspective of the visitor. LOOP Associates was invited to participate.
Being a part of the space
LOOP Associates teamed up with Effekt Architects and Thank You Studio and created a proposal consisting of three exhibition rooms: The Mirror Room, the 5 Pillars of Production, and the Library.
The aim was to place the spectator in the centre of the experience, making him/her feel as more than just a spectator looking at a beautiful picture, but as though they become a part of the space itself.
Co-creation of a common experience
- We created a space that is both tangible and changeable
- Each spectator has a role in customising an individual experience
- The experience caters to the collective and afford the visitor a sense of togetherness and of co-creating a common experience
The Mirror Room: Visual sequences are activated by interacting with the car. The guests, the car and the projections are replicated endlessly in the mirrorwalls, leading the spectator’s thoughts to a production line at a car factory.
Experience concept: Going from abstract to specific.
The 5 Pillars of Production: Simplifying complexity behind car production by communicating through animated infographics and simple gameplays.
he Library: A space to reflect and gain insight and deeper knowledge on car production.