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The exclusive Audi Experience should allow store visitors to experience the Audi brand in a completely new way. For this purpose, a digital concept was to be created which fit seamlessly into the overall concept of the store, still expressing Audi's brand DNA.


In the middle of Munich's city centre, Audi partner FC Bayern München had planned to open FC Bayern World, which was supposed to serve as their flagship store offering a unique & innovative fan experience. Within the three-story store, a 50-square-metre space was made available for premium partner Audi to become part of this unique concept.


Together with the client, we went through all phases of the Digital Architects Framework:

  • Discovery:
    Understanding the situation, the stakeholders involved and the vision for the Audi Experience.
    Working out the core values as an anchor point for the entire planning.

  • Planning:
    Creating a digital concept based on the core values and describing the customer journey within the store.
    Detailing the individual experiences and customer steps to the required system landscape and technical details.

  • Design & Iterate:
    Prototyping and tender support to define implementation partners and scope.

  • Implementation:
    Installation and logistics planning, as well as supervising the implementation on site at the customer.
    Consideration of existing framework contracts for a service concept.
    Handover of documentation for optional scaling of the concept.

A picture of the audi instore experience


Three unique digital touchpoints: A high-resolution LED screen with the interactive, web-based Multi Touch Table in front of it. The Audi configurator, which presents the configured car in high resolution on the LED screen, is linked to Audi’s partner FC Bayern: All cars are presented in front of the Allianz Arena.

Anyone who configures a car receives an individual code which can again be used further down the customer journey.

At the laser engraving station, the individual Audi code is lasered onto an FCB and Audi branded wooden give-away. In the shape of a diamond, the connection to FC Bayern is once again established. A nice souvenir with a function: The potential customer can recall his configuration and view his car online again, or present the code to an Audi partner so that he can see exactly which model and which equipment the customer is interested in. Thus the store links visitors with dealers and potentially binds them to the Audi brand.

The third experience station in the Audi area is the AI controlled robot. Within a few minutes, the robot arm draws a design sketch of the new Audi e-tron GT concept on a piece of paper.

In addition to the design sketch, fans will receive a video of the drawing process by e-mail - a digital give-away that will remind visitors of the FCB World for a long time to come.


All three experience touchpoints were planned based on Audi's core values of performance, precision and innovation.

They reflect Audi's vision of the future: progressive and bold.

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