Summary

The architecture and design of trade fairs and exhibitions is undergoing a radical transformation: just as in TV advertising, the functional or aesthetic qualities of the products are being pushed into the background and instead emphasis is placed on creating an ideal but illusive world where man and his wishes are at the forefront. This new integrated approach to company presentation was realised by the firm Audi at the motor car fairs 1999/2000. Architect Christoph Ingenhoven and communications designer Michael Keller joined forces to help create a specific world which would promote the company and its products through the interaction of visual, acoustic, symbolic and material elements. In the form of dual reports from the perspectives of the architect and the communications designer, this book provides insight into this new concept of company presentation at trade shows. It offers a thought-provoking contribution to the debate about integrated, interdisciplinary approaches apparent in all areas of the world about us. Short essays by renowned personalities from the fields of art, architecture and culture conclude the volume.