Summary 

On April 23, Audi unveiled five brand-new models at Auto Shanghai 2025, once again setting a new benchmark in premium mobility with pioneering design and intelligent innovation.
 
As part of the exhibition experience, we collaborated with IMAGINATION to create an immersive lighting installation inspired by Audi’s signature OLED tail light design.
 
Inspired by OLED
Let Light Speak for the Brand
From the OLED signatures on Audi’s tail lights to the geometric play of light across the exhibition ceiling, light becomes a medium for dialogue between Audi and its audience.
This interactive installation is more than a visual display—it is a spatial expression of the brand’s design philosophy: precision in form, intelligence in function, and purity in aesthetics.
 
Dual Modes, One Experience
Where Technology Meets Emotion
The installation features two interactive modes:
- In Creative Mode, visitors can customize the color and animation of the light modules via a control panel, crafting their own visual signature.
- In Preset Mode, users can instantly activate one of ten pre-designed light patterns inspired by Audi’s design language—merging familiarity with futuristic flair.
Shifting between logic and emotion, these two modes unlock new ways for users to co-create and connect with the Audi brand—through light.
 
Speaking the Language of Light
A Declaration for the Era of Electrification
In a time of constant change, some elements still ground us—
the warmth of light, the rhythm of order, and the emotional link between people and brands.
At Auto Shanghai 2025, Audi speaks through light—
writing a bold new chapter in the evolution of electric mobility.
 
Client
AUDI
 
Agency
Imagination