To coincide with the FIS Alpine Ski World Cup 2014, Audi is opening the Audi quattro Bar in the heart of the Swiss Corviglia ski region at a height of 2,486 metres. Spread over 100 square metres, this new interpretation of a classic ski hut invites visitors to enjoy the “quattro” lifestyle in an unusual setting. Branding and art, fire and ice become archaic symbols for boundless freedom. The focus is on natural materials, purist design and a clear communication of the brand message. The ten-metre long Audi quattro logo inside the hut appears powerful and bold. Its three-dimensional letters have literally been driven into the Grison granite back wall of the building. This is also where the “Myth of the quattro” is recounted in silhouette style. “Pikes Peak”, “Tracks”, “The quattro principle”, “Gecko” and “The crown gear differential” highlight key milestones in the “quattro” success story through richly detailed reliefs. The furniture, which was designed specifically for the bar, sleekly fits into the overall concept with its pure lines. The impressive architecture of the Audi quattro Bar in midst the mountain scenery successfully conveys the brand image – atmosphere and lifestyle merge.
Statement by the Jury
The Audi quattro bar is a perfect space in perfect surroundings. Branding and architecture come together to create a coherent overall concept, which gives the traditional ski hut an exciting new twist. The design details have been carefully thought through and have also been solved well as regards ergonomics. The inviting interior is notable for its combination of materials and the design vocabulary of the furniture.
Credits
Manufacturer:
AUDI AG, Germany
Design:
SCHMIDHUBER, Munich, Germany
Design:
Atelier für Szenografie – Tim John, Hamburg, Germany
