Audi: Urban Future at Design Miami 2011

A 190m² LED city surface that reacts to people

Audi, to showcase its A2 concept at Design Miami 2011, created a 190 m2 three-dimensional LED surface that provided a glimpse of the future of our cities where infrastructure and public space is shared between pedestrians and driverless cars. The installation demonstrated how the city surface would continuously gather information about people’s movements and allow vehicles to interact with the environment.

The installation used a real-time graphics engine and tracking software that received live inputs from 11 Xbox Kinect cameras mounted above the visitors’ heads. Through the cameras, the movement of the visitors was processed into patterns of movement displayed on the LED surface.

The punchline: the street becomes an interface

This is a future-city story told through interaction, not a render. You do not watch a concept. You walk on it. The floor responds, and suddenly “data-driven public space” is something you can feel in your body.

In smart city and mobility innovation, the fastest way to make future infrastructure feel believable is to turn sensing and responsiveness into a physical interaction people can experience in seconds.

Why it holds your attention

Because it turns an abstract topic. infrastructure sharing, sensing, autonomous behavior. into a single, legible experience. Your movement creates immediate visual feedback, and that feedback makes the bigger idea believable for a moment.

What Audi is signaling here

A vision of cities where surfaces sense movement continuously and systems adapt in real time. Not just cars that navigate, but environments that respond.

What to steal for experiential design

  • Translate complex futures into one physical interaction people can understand instantly.
  • Use real-time feedback loops. Input, processing, output. so the concept feels alive.
  • Make the visitor the driver of the demo. Their movement should generate the proof.

A few fast answers before you act

What did Audi build for Design Miami 2011?

A 190 m2 three-dimensional LED surface installation showcasing an “urban future” concept tied to the Audi A2 concept.

What was the installation demonstrating?

A future city surface that continuously gathers information about people’s movements and enables vehicles to interact with the environment.

How was visitor movement captured?

The post says 11 Xbox Kinect cameras mounted above visitors’ heads provided live inputs to tracking software.

What was the core mechanic?

Real-time tracking of visitor movement translated into dynamic patterns displayed on the LED surface, visualizing how a responsive city surface might behave.

Audi City London: Future of Auto Retail

To solve space challenges at its retail outlet in Piccadilly Circus, Audi has used groundbreaking technology to present its growing model line-up.

Visitors can now digitally select their vehicle from several hundred million possible configurations and experience it in realistic 1:1 scale on special powerwalls.

Various details such as drivetrain, bodyshell, LED light technology etc are presented with interactive gestures, touch and physical sample recognition methods. The whole immersive experience helps make the innovations understandable on an intuitive level.

The future of automotive retail is here and Audi is leading the way, with plans to roll out the experience at 20 locations in major international cities by 2015.

Why Audi City matters beyond “wow”

This is not digital for digital’s sake. It is a retail operating model that turns limited floor space into effectively unlimited shelf space, without forcing the customer to imagine the product from a brochure or a small screen.

  • Scale without inventory. Hundreds of millions of combinations without storing hundreds of cars.
  • Confidence through realism. A 1:1 representation reduces the gap between selection and purchase.
  • Innovation made tangible. Drivetrain, bodyshell, and lighting become understandable through interaction.

The showroom becomes an interface

Audi City treats the store like an interface layer between customer intent and product complexity. Gesture, touch, and physical sample recognition are not gimmicks. They are interaction patterns designed to help people explore, compare, and decide.

That is the critical shift. Instead of staff explaining everything verbally, the environment itself becomes the explainer.

In global automotive retail, immersive configuration experiences matter most when they reduce decision friction without expanding showroom footprint.

What this signals about the future of automotive retail

If Audi rolls out this concept across major cities, the implication is clear. Physical retail will not disappear. It will evolve into fewer, smaller, higher-impact locations that are designed for configuration, education, and decision-making, while fulfilment happens elsewhere.

  1. Fewer cars on the floor. More options in the system.
  2. More guided discovery. Less brochure-driven selling.
  3. More consistent global experience. Less dependence on local store size.

What to take from this if you run retail or CX

  1. Use digital to remove physical constraints. The business problem here is space, not “innovation theatre”.
  2. Design interaction for comprehension. Gestures, touch, and samples work when they help people understand complexity quickly.
  3. Make exploration feel premium. 1:1 scale and high fidelity visuals create confidence and desire.
  4. Separate “experience” from “inventory”. Let stores sell decisions, not stock.

A few fast answers before you act

What is Audi City London?

It is an Audi retail concept in Piccadilly Circus that uses large digital powerwalls to let visitors configure vehicles from hundreds of millions of combinations and view them in realistic 1:1 scale.

Why does 1:1 scale matter in a configurator?

It reduces uncertainty. People can judge proportions, design choices, and visual details more confidently than on a small screen.

How does the experience help explain innovation?

By presenting components like drivetrain, bodyshell, and LED lighting through interactive exploration using gestures, touch, and physical sample recognition.

What business problem does Audi City solve?

It addresses limited showroom space while still presenting a broad and growing model line-up and configuration depth.

What is the transferable lesson for other retailers?

Use immersive digital interfaces to expand choice and understanding without expanding physical footprint, and design interactions that make complex decisions feel intuitive.

Slide to Unlock

AlmapBBDO Brazil has developed a very unique and innovative iAd for the new Brazilian Audi magazine app. The ad seen in the video below appeared in various publications on the iPad and used a nice play on Apple’s “Slide to Unlock” feature to engage the users.

Users who saw the ad instantly recognized the swipe gesture used to unlock Apple devices. So after racing their finger around the track, they were rewarded with a free download of the first Audi Magazine copy from the app store.

Before I could publish this post I came across another “Slide to Unlock” iAd! It seems this iOS feature is becoming a popular creative feature for iAds. In the below example, Amnesty International has created an iAd in Sweden’s largest newspaper, DN, where readers were presented with an image of a prison cell and prisoner inside. “Slide to Unlock” was used to open the prison cell and reveal a strong call to action to join Amnesty International as an activist.