Shanghai Auto Show

Connecting younger audiences to the future of mobility

Imagination partnered with Audi to deliver an experience-first presence at the Shanghai Auto Show. We designed a connected ecosystem of AI-driven, kinetic, and real-time digital experiences to present the brand’s evolving platforms. Our team translated the vehicles’ engineering and design features into interactive digital touchpoints that merged storytelling, data, and human interaction.

As automotive brands continue to transform technologically, Audi needed to evolve its auto show presence. They asked us to express their technology platforms and the ethos of “Vorsprung durch Technik” through tangible experiences that appeal to a younger demographic. We had to design an environment where visitors could physically interact with complex digital systems and automotive innovations.

Intelligent, personalised interactives

We transformed Audi’s conceptual voice assistant into a responsive digital avatar using a 17,000-LED volumetric chandelier. Combining motion tracking and 3D LED choreography, the avatar interacted directly with visitors. We also introduced AUDI Intelligence, an interactive journey that guided users through the brand’s smart-driving ecosystem. A preference quiz matched visitors to specific vehicle features like ADAS and entertainment systems. For a personalised takeaway, our Jin Zai Audi generative AI studio turned guest portraits into custom digital composites.

Visualising aerodynamics and light

To demonstrate aerodynamic performance, we created the Go Aero installation. Using LiDAR sensors and motion mapping, this exhibit visualised aerodynamic resistance around each visitor’s silhouette in real time. We brought Audi’s signature lighting to life with Audi Lumina, a 36-panel OLED kinetic system that generated motion patterns based on visitor drawings. Inspired by the A5L’s panoramic sunroof, we also designed an LED canopy where guests could draw clouds and messages that floated across a digital sky.

Connecting heritage and sound

To celebrate 45 years of quattro technology, we developed an automated content engine. Visitors selected their favourite era, and the AI-driven system assembled sound, motion, and branded visuals into a custom video for immediate sharing. We also built Music in Motion, a touch-sensitive installation where visitors triggered responsive lighting and digital audio sequencing through their physical gestures.

For the audience

Tactile and personalised touchpoints that made the future of mobility tangible, creating their own soundscapes, digital avatars, and AI-generated portraits.

For the brand

Audi established a new standard for auto show environments, recording over 30,000 interactions and engaging 45,000 Mini-Program users while making their advanced technology accessible and memorable.