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Audi Secret Lab - Tomorrow Awards
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Audi Secret Lab
A new way to create a multichannel brand experience at the 2014 CES. Not only the design style and idea of the booth was extended to a microsite, but also the physical experience of discovering Audis innovations behind a flipping lenticular surface.
tisch13 developed and executed an integrated concept for Audi at the 2014 CES which connected the touchpoints "exhibition" and "digital" in a new way.

Execution "Audi Secret Lab" on-site:
The stand appears like a futuristic stealth structure, with a surface consisting of 13,096 triangular lenticular tiles. The flip effect of the reflective material strengthens the dematerialisation of the building. The idea was to draw curiosity by hiding the "secrets" Audi is showcasing at the CES.

"Audi Secret Lab" digital:
By using a face-tracking system via webcam, the flip effect of the lenticular booth surface is also brought to life on the screen. This encourages users to playfully discover Audi's innovations presented at the CES, even without attending the exhibition. A social feed with tweets and Instagram photos using the hashtag #AudiCES, shows the buzz and content generated by people on site and online.
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