Showroom Of The Future


Automotive, Retail


Copenhagen, Munich


Architecture, Service design, UX Design

Audi and Designit invite you to test-drive the future with the Audi City digital showroom experience.


Digitizing stock from the entire Audi line, each showroom provides customers unparalleled access to the brand in unique urban locations. Harnessing cutting-edge digital technology, Audi City packs hundreds of millions of vehicles into a single iconic showroom experience. Customers assemble their dream car with an elegant and intuitive touchscreen interface and finished models are ‘swiped’ to a power wall where full-scale digital representations can be explored in a 360-degree digital environment.
Each vehicle element can be inspected with unprecedented depth and digital models respond to tactile samples, including various interior textures and external color palettes. Customers interact with the same Audi showroom expert, from the first call to the final assembly, creating a coherent service experience and point of entry to the entire Audi line.

People are placing greater emphasis than ever before on a direct and personal bond of trust with their vehicle brand – especially in respect of the increasing variety of products and available information.

Peter Schwarzenbauer, Member of the Board of Management for Marketing and Sales at Audi AG.

Seamlessly integrating service, product, digital, and spatial design prowess, Designit and Audi have crafted the ultimate connection between customer and brand. An iconic heritage has been repackaged for the digital age and designed to meet customers in previously unclaimed automotive sales territory—the vibrant heart of the city.
Audi City showrooms are also designed to serve the cultural needs of their environment, transforming into after hours meeting places for fan events and urban gatherings.


Audi City combines the best of two worlds – digital product presentation and personal contact with the dealer. This new retail format brings us even closer to our customers—geographically, of course, but first and foremost in terms of the quality of our relationship.

Peter Schwarzenbauer, Member of the Board of Management for Marketing and Sales at Audi AG.


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