A Pop-up Club. The Matrix Club: a new, authentic format for Audi to introduce to the new A4 at IAA 2015. Inspired by the slogan“Vorsprung durch Technik”. This temporary space was accessible 24 hours a day, transitioning every 12 hours between a futuristic store and a trendy nightclub, connected to partners in the local scene. The VR experience was the overarching element that connected the store and club. This was the place where actual and virtual spaces blurred, eliminating the boundaries of the digital new car experience.
