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LAUNCH EVENT 2014, AUDI A3, Shanghai-Targeted growth strategy

With the A3, which celebrated its official world premiere at AUTO SHANGHAI 2013, AUDI has entered the largest global market segment-the compact class. SYMA ASIA realized the structure for a further launch event in Shanghai in 2014. The concept was based on a global industrial design theme and a dockland atmosphere was created using SYMA technology.

Comeback of the notchback-the new AUDI A3 marks the entry of the Ingolstadt-based car manufacturer into a new market segment. The new growth markets are in China and the USA, both of which are of strategic importance to the VW subsidiary, which has set itself the goal of annual global sales of more than 2 million vehicle units by 2020.

Although the LAUNCH EVENT in Shanghai was aimed primarily at invited guests, media representatives and corporate customers, it was also accessible during the day to the general public. The presentation comprised two areas: the urban, futuristic launch stage and the exhibition area that emphasized the scientific and environmentally friendly philosophy of the company together with the typical AUDI lifestyle. CHINA KINGWAY LIVE EVENTS was responsible for the atmospheric interior, which was designed to resemble a dockland environment. At night the atmospheric lighting with LED-backlit A3 brand logo made sure the AUDI presence was eye-catching and highly visible.

Implementation of the technical design and its construction within an extremely tight time frame posed a challenge for the local SYMA team.

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