AUDI AG, AUDI Terminal Albrechtstraße, Munich

Dynamics, asymmetry, and transparency are the defining design features of the Audi Terminal in Munich. It demonstrates the architectural adaptation of Audi’s brand elements based on the globally applicable Corporate Architecture and the new Corporate Architecture concept developed by our office.

Audi’s Corporate Architecture conveys the motoring prowess associated with the brand by elevating the curved shape to its principal feature in a simple yet effective visual symbol. The asymmetrical curved interior spaces dominate the clear-cut cubature of the orthogonal structure, giving the building an unmistakable identity. Inside the Terminal, the ramps simulate the driving dynamics an actual street scene and serve as a display platform for new cars.

The curved profile for each of the showrooms is directed towards the cityscape with maximum visibility. They stand out prominently in the distinctive, sharply-defined glazed sections of the façade between those clad in perforated, edged aluminum sheets.

With spaces and rooms layered on top of one another, the Terminal can present a wide range of vehicles on a comparatively small urban footprint. Stacking stories vertically and keeping the structures compact are key typological features of the Corporate Architecture concept to enable dealerships to leverage high-density urban locations in cities across the world.

The building responds to the urban profile of the neighboring turn-of-the-century apartment buildings with a suitably modernist reply. By integrating the existing workshop into the new complex, this rendering demonstrates in a compelling way how the modular typology of the Corporate Architecture concept can accommodate different demands at each location.