To celebrate the launch of its new Q5 Sportback SUV car in Hong Kong, German manufacturer Audi opted for an experiential exhibition that shifted away from traditional car shows and offered the public a unique experience. Titled Rings of Inspiration, the exhibition was a partnership between Audi and Hong Kong-based creative trio Brainrental. From 9 July to 18 July, visitors were offered the chance to explore the vehicle’s distinct design through Brainrental’s exhibition.
Inspired by Audi’s four rings logo, curators illustrated the car’s progressive and emotional appearance with touches of personal inspiration, highlighting the vehicle’s four core capabilities through ring shaped artworks, namely Urban Commute, Suburban Exploration, Interior Volume and Virtual Journey. Rings of Inspiration also brought Audi’s brand narrative “Future is an Attitude” to life.
Held in a local popular shopping mall, Elements, the 10-day exhibition invited members of the public to draw their own interpretation of the Q5 Sportback, a vehicle that is both forward thinking and progressive. Visitors were encouraged to pay attention to the interactive artwork’s countless details, visualising journeys throughout Hong Kong’s diverse landscapes. Rather than being designed for specific target groups or terrains, Audi’s Q5 Sportback’s flexibility has the capacity to meet a diversity of needs. With robust spatiotemporal adaptation capabilities, the car can fit the expectations of all drivers regardless of taste. The Q5 Sportback is not only a car, but also a way of life.
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Savannah College of Art and Design (SCAD Hong Kong) has appointed Sinclair as agency partner to develop and lead an Integrated Public Relations programme in Asia.
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