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designers.
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Three disciplines. Room for your brief.Architecture & InteriorsBrand & DigitalAutomotive RetailLet’s talk
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Back to WorkAutomotive Retail

Audi of America

Audi ASC 3.0 US retail prototypeDesign study
Audi of America / K5 US-market prototype visualization establishes a clear presence from the street.
The idea

An Audi address. Designed for the US.

A retail identity that reads clearly from the road—and works for the people inside. K5 designed Audi’s US-market retail prototype, connecting architecture, interiors and customer journeys with the standards that make the program repeatable.

Disciplines
Automotive Retail
Architecture & Interiors
Our role
US prototype design + brand standards + retailer coordination
Project
Audi ASC 3.0 US retail prototype
Setting
United States
01 / Audi of America

A clear address. A coordinated site.

K5 designed Audi’s US-market prototype as a connected system of architecture, interiors and customer journeys.

Prototype visualization / The aerial study connects vehicle display, access and the dealer site.
Interior visualization / Daylight and glazing frame the vehicle display.
02 / Audi of America

An Audi place to meet.

Interior visualizations explore the Nexus, library, hospitality and vehicle settings as parts of a continuous customer experience.

Audi Nexus / Interior visualization brings vehicles, digital content and a place to meet into one setting.
Interior visualization / A material library makes configuration part of the customer encounter.
Interior visualization / Vehicle presentation and lounge settings remain connected across the showroom.
Interior visualization / A consultation setting offers a quieter place to consider the choices.
Interior visualization / Planting and soft seating bring a more personal scale to the dealership.
Interior visualization / The hospitality bar sits within the customer-facing showroom.
03 / Audi of America

The material conversation.

Audi PSC mock-up photographs are program references, shown here alongside K5’s US-market prototype visualizations.

Audi PSC mock-up / Program-reference photography of the Library and material selection.
Audi PSC mock-up / Program-reference photography of the Nexus customer setting.

Another way in.

More Automotive Retail
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Brand standards, built with care.

Volkswagen White Frame
Volkswagen White Frame

A brand translated into a place.

You found Einstein.

A little brilliance.
A little mischief.

K5’s Einstein character working on a laptop

Einstein has a small but spirited place in the K5 world. For us, he stands for a simple idea: have fun while being brilliant.

Ask the unexpected question. Make a new connection. Enjoy figuring it out. That spirit belongs in the work, too.

The wild hair is optional.

Audi of America / K5 US-market prototype visualization establishes a clear presence from the street.
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Audi of America / K5 US-market prototype visualization establishes a clear presence from the street.