club of progress

with the Audi Club of Progress 2025, a roadshow was created that redefined brand experience. in five german cities – munich, berlin, düsseldorf, stuttgart, and hamburg – Audi combined exclusive premieres of current Audi models with curated experience formats in exceptional locations.

at the center were the latest Audi models, including innovative e-series vehicles that were not only showcased but could be experienced firsthand during premium test drives. during the day, digital showroom experiences and interactive presentations offered deep insights into design, technology, and sustainability. in the evenings, panel discussions and dinner events became meeting points for audiences from design, technology, sports, and environmental fields.

the thematic worlds innovation & design, technology & performance, and lifestyle & community structured the content and created a platform for exchange and brand engagement. the concept was implemented exemplarily at kunstkraftwerk bergson in munich, where more than 2,000 visitors were on-site and over 70,000 people visited the digital platforms. in the other cities, Audi adapted the event to local conditions, creating individual experience spaces with a consistent design language.

by combining digital interaction, emotional storytelling, and direct product experience, Audi achieved a brand presentation that went far beyond a classic car showcase.

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event_ Audi Club of Progress

client_ Audi AG

location_ germany

scope of work_ lp 1-8, preliminary assessment, conceptual design, design development, permit planning, construction planning, tender preparation, assistance with contract award, site supervision

partners_ contractor: Klartext GME GmbH, technical implementation: CMY Brand Solutions GmbH, projectmanagement: METZLER : VATER live GmbH

project lead_ niklas schadt

copyright picture 7: Monika Bleck Fotografie