Concept Summary

CARIAD, Volkswagen Group’s new software powerhouse, debuted at IAA Mobility 2021 with its first physical brand appearance. The design had to transfer the new CI into the 3rd dimension – acting as a blueprint for the upcoming spatial communication guidelines. A main challenge was the short timeline: 7 weeks from briefing to finished booth, including content and press conference. We mastered it by an agile workflow with regular powerhouse meetings in 3 streams: Architecture, Content and Digital. And by working with locally sourced suppliers and materials, guaranteeing availability and short ways. The aim was to activate the brand, to convey information about products and services and to position CARIAD as an attractive employer brand. The digital community was to be addressed by means of a digital twin. Inspired by software development, the Tier 3 Architecture served as a framework for design and content. Layout, architecture and furnishings were arranged in the Presentation Layer, guest experience, content and activation in the Business Layer and the digital extension to social media through the Digital Twin in the Data Layer. Coding DNA, digitalization and electrification were intuitively conveyed through the illuminated outer shell and glyphs. This conceptual triad was translated into 3 areas, representing the CARIAD Tech Stack: an immersive experience platform of LED floor and wall for large format content, impulse talks and interactive tracking activations. The Product Suite with lounge and breakout rooms invited to professional exchange. The hospitality level with bar and the Future Window as an eye-catcher brought innovation and hospitality together.