German designers Martin Schmitz and Tim John () crafted the stand at . Tyre marks run down the slopes onto the trade-fair floor as if the old and new Audi have just come driving down. Set against a mountain scene are the first and latest vehicles of the brand that utilise the quattro system.
Schmitz and John took 3 months to craft the detailed stand for Audi. The aim was to illustrate that quattro is more than just technology: an icon which has a story to be told. Made completely from cardboard, the installation showed different milestones in the history of Audi’s four-wheel drive, through the art of paper-cutting. Seven letters set against a 20-m-long mountain scene made from five layers of cardboard spelt out the four-wheel drive technology. Every letter of ‘quattro’ told a different story with each having a size of about 2-m long, 1.5-m high and 1-m deep.
The narrative started out with the setting of the Audi Sport quattro S1 that celebrated its greatest triumph in 1987 at the International Hill Climb. Walter Röhrl stormed up the 156 curves of the 4301-m high Pikes Peak mountain in Colorado, United States in absolute record time, continuing to navigate the world’s highest highway in just 10 hours and 47.85 minutes. This whole story was illustrated, skilfully cut-out and arranged inside the letter ‘q’.
Photography by Andreas Keller.