© 2026 by Jon DeGorsky.
Audi
Pop-Up Retail & Event
A new, scalable, pop-up retail solution for the all-electric Audi e-tron entices customers from afar and creates an engaging, customer-centric experience that explores every aspect of e-tron and the future of Audi's EV offerings. A folded, geometric design language speaks to the layers of quality materials, engineering, sustainability, and technology within Audi's ethos.
Upon entry, customers are greeted at the welcome bar and served refreshments as they discuss new Audi products and innovations. Get up close and personal with technology demos, allowing visitors to sit inside the e-tron and learn more about its features. Configure your own Audi at the configurator table, explore merchandise, or simply relax with your refreshments in our customer lounge. While exploring, make sure to scan QR codes used throughout each display to see another layer of AR storytelling and discover why e-tron is changing the way we think about EVs.
Ride and drive courses are one of the best tools for customers to test every aspect of the driving experience, from tech features and safety to road noise and comfort. To maximize this experience and take it to new heights, this concept aimed to create multiple areas of customer engagement as well as craft a one-of-a-kind Audi e-tron road course. Featured zones included a retail store, customer lounge, two story dynamic road course, tech and safety LED interactive tunnel, and projected storytelling queue.
In a scaled-down approach, a shipping container and custom tent solution act as a way to provide a one-of-a-kind Audi activation with hospitality, vehicle displays, and layers of product storytelling. To enhance the experience, attendees can register for a ride and drive on a nearby road or drive course.
Agency: EWI Worldwide
Client: Audi of America