Client
Volkswagen / Autostadt
Industry
Healthcare
Consumer Electronics
Deliveries
Brand Strategy
Visual Identity
Design Systems
Reframing the exhibition experience
Autostadt, attracting more than 2 million visitors annually, is Volkswagen’s brand experience centre and production facility.
The task was to redesign parts of the exhibition space – creating a new experience around car production, seen both from the perspective of the Volkswagen Group and the visitor.
A spatial concept was needed to translate complex processes into a clear and engaging narrative.
Structured as a spatial system
In collaboration with Effekt Architects and Thank You Studio, a concept was developed as a sequence of three interconnected rooms.
The Mirror Room, the 5 Pillars of Production, and the Library each represent a distinct perspective, while operating within a unified framework.
A structured spatial system guiding visitors through different layers of production and meaning.
Designed for participation
The experience is designed to position the visitor at the centre.
Rather than observing from the outside, the visitor becomes part of the space – interacting with and influencing the experience.
A balance between physical installation and adaptive content enables both individual and shared engagement.
A shared experience
The exhibition creates a collective environment where each visitor contributes to the overall experience.
A space that is both tangible and changeable – supporting co-creation, interaction and a sense of togetherness.
A flexible foundation for evolving exhibitions and future development.
Selected work
