Yesterday, Audi opened its first permanent House of Progress in the Autostadt Wolfsburg and we have been part of it. The brand has totally remodeled its pavilion, which exists since 20 years and has now transformed it into a permanent home for the Audi House of Progress experience. Visitors can immerse into the world of Audi and will learn more about the brand’s four core values—digitalisation, design, performance and sustainability. Audi’s intention is to bring the brand and its spirit closer to the people and to connect with them.

Unlike the Audi House of Progress in the Autostadt, all other concept locations are temporary. Audi is opening them in urban hot spots as a way of going to the heart of its customers’ lives. Among others, in 2022, the Audi House of Progress opened in Vienna, Seoul, and Milan.

The Audi Pavilion underwent a major transformation, which included improving its technology and changing its exhibition concept. To make it more open and inviting to visitors, the reinforced concrete rotunda containing the central staircase of the building was opened up. This gives its visitors a better view of all the exhibits as well as room for new ones.

The Audi House of Progress exemplifies the brand’s commitment to sustainability. The idea is that the space itself doesn’t have to get changed – only the digital content, cars and furnishings. And this also helps the brand to keep topics and products up-to-date.

As you enter the Audi House of Progress, right in front of you is the Table of Visions, showcasing the company’s visions for the future. A walkway lined with questions regarding brand topics extends from there and winds its way up to the second level of the exhibition.

The first level of the exhibit focuses on digitalisation and design. Alongside displays of the Audi A6 e-tron concept and Audi A8 60 TFSI e plug-in hybrid, there are interactive OLED matrix rear lights showing various animations to demonstrate their capabilities. Also on display are Econyl recycled material examples, a clay model of the Audi e-tron GT quattro, 3D printed vases and sketches from Audi Design available for visitors to take home.

Afterwards Audi's commitment to performance is being shown in the exhibition space with the Audi RS e-tron GT and the Audi e‑tron foil by Aerofoils being displayed.

Following is the topic of sustainability with the Audi Q4 e-tron being presented and a Sustainability Table that provides the visitors with more information about the circular economy and sustainable collaboration of Audi.

At the center of the pavilion is "The Blog of Progress" in the open rotunda, which visually connects both upper exhibition levels with the entrance level. It displays real-time content sourced from Audi's current daily highlighted subjects and brand focal points. At the end of the tour, visitors have the opportunity to sit in the back seat of an amazing concept car from Audi's sphere family – thanks to a social media installation set up for this purpose.

From today on, everyone can visit the new Audi House of Progress in the Autostadt Wolfsburg. And it’s worth a visit.

Pictures: Audi