The architecture showcases the brand by creating a space where vehicles become stars. It is only on the second level of approach that theme communication comes into the fore. Thus the Audi stand at the IAA is presented in tied-and-tested pure white, and with its sightlines, squares, spaces, and streets it follows the principles of an urban space. The central element is an elongated, dynamic curve which leads the vehicle fleet through the center. It lends spatial and communicative structure to the stand, analogous to the marketplace of an urban area. The white center lane draws a visual and communicative guideline and serves to guide visitors. Flanking white buildings form the brand space with their dynamic architecture, creating an urban atmosphere. The vehicles stand out especially strongly against the contrasting black and white colors (floor coverings and walls).