Audi. Accessories Configurator

Concept creation, development and implementation of an Accessory Configurator for the Audi A4 Avant on Microsoft Surface.  Demonstrate possible customizations of the car and show the bredth of Audi original accessories.

Interactive user interface
Neue Digitale / Razorfish collaborated with RTT, 3D technology specialists, on the new Audi Accessory Configurator for the 2009 International Motor Show in Frankfurt.  The multitouch application allowed motor show visitors to add and configure each Audi accessory – from sport rims to bike racks – for the first time on Microsoft Surface through a photo realistically rendered 3D model.  This form of interactive 3D content set new standards in the multitouch arena.

Dynamic Thumbnail View
Users can freely zoom, pan and rotate an Audi A4 Avant car or view it with different backgrounds, using the interactive touch surface.  For a more intensive experience the application automatically jumps to the appropriate thumbnail view in the configuration.

Collaborative Modification
The configurator can be used collaboratively.  Configuration users can place aluminum tokens on the screen and choose colors or parts by either turning the tokens or directly choosing items from the menus around the tokens.  Simultaneous use of multiple alumninum tokens allows for multiple users to control the application at the same time.  This form of collaborative teamwork on a complex task will allow for more effective sales conversations between customers and salespeople.

The Accessory Configurator breaks new ground in interactive product demonstration for Audi.  With the help of the application, the actual configuration of the product becomes an experience – integrated in the sales conversation at the dealership.  Through this tool, Neue Digitale / Razorfish unleashed new potential for communication at the point of sale and in business development.