Audi A1Multitouch

For the launch of the Audi A1 in the Geneva motor showroom, two multilingual Multitouch applications were developed to demonstrate the configuration of the vehicle in real-time 3D. Special focus is laid on the presentation of the interior and exterior highlights. The aim is to demonstrate the diversity of design and configuration possibilities of the new Audi A1 to the young target audience.

Configuration squared
Together with Mutabor, RTT and Citron two Multitouch configuration installations were produced to be implemented in different technologies: The first application is an extension of the Audi A4 accessories configurator, developed for the IAA 2009. The second application combines a 24“ Multitouch display for steering and a 65“ display for displaying the configured vehicle. The configurator is the middle part of a 3-part media installation on the main stage of the Audi trade fair stand.

Multitouch configuration made easy
Trade fair visitors can compile their dream A1 using the Multitouch display, and – thanks to an external realtime streamed display from a render server – view it in 3D. Via the intuitive user interface, the vehicle can be rotated, zoomed and viewed from various detailed perspectives. The trade fair visitor can then order and receive their configuration as a button.

Extravagantly individual
The Surface configurator in the accessories area of the trade fair stand demonstrates the possibilities for individualizing the A1 with the Audi “Competition Kit”. As well as a configuration of the interior, a covering of film available in various colours turns the A1 into a vintage sports car with an Audi Rally look. The Surface application is steered with the help of aluminium token which is placed on the table and enables the configuration to be navigated through simple movements in a fun yet elegant way.

The application impressed both the trade fair visitors and the press, and clearly demonstrated the possibilities of Multitouch in the trade fair environment and at Point of Sale. An interactive, attractive presentation of the new Audi A1, which demonstrates to the user the numerous possibilities they have to individualize their vehicle. For Razorfish it was the most extensive Multitouch implementation to date.