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The Audi Brand architecture has evolved into the twenty first century from the original Corporate Identity known as the "Audi hanger" into the "Audi terminal" concept. The curve, already the characteristic element in the Audi hanger with its unmistakable curved roof has been reinterpreted as a symbol for dynamism within the new Audi terminal architecture.
Dynamism, asymmetry and transparency remain central to the design of the Audi architecture. The main features of the Audi hanger have been abstracted and reintroduced in a spatially more consistent form. Thus the dynamism of asymmetric curves forming three-dimensional environment becomes a defining factor of the Audi terminal.
All vehicles are positioned on the dynamically styled curve segments. All other operations related to vehicle presentation and to the workshop are orthogonally organized. The asymmetrical look is clearly brought out by the juxtaposition of the two structural systems.
By reducing down to the simple but unmistakable basic principle of overlaying a static and a spatially dynamic system, any level of scaling and modularization can be undertaken. Audi Centre Hatfield is such a dealership with varying levels of showrooms and customer related interfaces adjacent to the multi-curve of the showroom.
Allmann Sattler Wappner Architects based in Munich who are the authors to the Audi terminal concept are working in association with Alchemy Architects to develop the Audi Centre Hatfield dealership. Fundamental to the design of the terminal is the compact use of the dealership on a very small property in contract to the traditional motor dealer spread out on a large parcel of land. Currently the largest Audi dealer under design with 2 basement levels, showrooms located on the ground and second floor linked by escalator, workshops on the third floor with further roof parking above make the dealership a well compacted facility linked via vehicular ramps and lifts.
This new form of motor dealership designed for the inner city will revolutionize the thinking of motor dealerships of the future.
Publications:
2009 September - Audi Hatfield Terminal
2009 26 February - Audi Hatfield Terminal
