Facility Design and Architecture.
Audi’s Terminal Facility environment provides a premium customer experience for both Audi Sales and Service through the thoughtful combination of interior and exterior architectural features.
The Audi Terminal Concept
129 Terminals in the U.S. (March 2018)
- Tied to the brand essence: Sporty, Sophisticated, Progressive
- Represents innovation and Technology
- A8 Aluminum Space Frame (introduced in 1993)
- Audi Ultra racing pedigree
Required Design Elements

Brand signage maintains the integrity of the Audi brand.
Brand rings must be prominently displayed on the exterior of the building to ensure visibility from a distance. Accompanying the brand rings on the front facade is the dealer nameplate, which follows the standard naming convention of “Audi Denver”.

Smaller Audi rings and logo designate the main customer entry point to the showroom.

‘Audi Service Drive’ lettering is required over the service drive rollup doors. It can be accompanied with lane numbers and/or LED directional signals.

Pylon ground signs prominently display the Audi rings and logo and the showroom address. The optimal position for the pylon is along the main street at the main entry point for customers.

Primary signage is illuminated with energy saving LED lamps to maintain their significant presence at night.

Showroom volume is clad with a perforated, corrugated aluminum rain screen.
The Honeycomb clearly defines the 20’ glass curtain wall.

The Honeycomb acts as a sunscreen over interior-swinging windows for individual offices.

The Honeycomb exterior cladding is virtually maintenance free.

The entrance element frames the customer experience, helping identify a clear path to the showroom.
Entrance elements may be attached or freestanding.

Dealership program is delineated by three distinct volumes.
- Showroom
- Service Reception
- Service Workshop

Each volume can be individually expanded to accommodate future growth.

The Audi Terminal is a spatial prototype that visually asserts Audi’s continued racing legacy through the iconic racetrack imagery.
The showroom curved wall pictured is of a full raceway wall.

The interior of the showroom is a clearly de ned area of structural interior curves, like the banked curves of a racetrack.
The curved wall is flexible and adaptable to meet the needs of available space.

The interior curvature is projected on the exterior as the iconic Terminal parallelogram shape.

The showroom curved wall may be reduced to increase visibility between the sales area and the showroom.

The showroom curved wall may be reduced to increase visibility between the sales area and the showroom.

The ASC Program
The Advanced Showroom Concept Program combines finishes, furniture, and lighting to create a uniform brand identity.

Finishes, Furniture, & Lighting
- Contemporary
- Warm and inviting
- Timeless
- Flexible
- Supports variable sales transaction spaces and comfortable waiting spaces.

ASC ensures a consistent experience for sales and service customers alike.


Audi e-ready
Electric Mobility
Audi encourages dealers to future- proof their operations by providing the infrastructure for electric vehicle chargers, also known as electric vehicle supply equipment (EVSE).
- Customer Parking
- Customer Delivery Area
- Service Area

Audi Sport
Dealers may provide extra luxury with Sport specific elements that energize customers in their dealership experience and reinforce the brand tone of Audi. The showroom Rhombus defines the sport identity and acts as a beckoning light piece. Along with the premium sales transaction area, the Audi Sport program stimulates a highly positive consumer opportunity.
Showroom Presentation Element
The Sport rhombus is the strongest visual element of Audi Sport and provides unique recognizability. The rhombus is therefore placed prominently in the showroom next to the highlighted Audi Sport vehicle.


Transaction Area
Pocket Curve option
To accompany the Presentation Element, a separate but related Audi Sport Transaction Area is branded with Audi Sport signage and furniture. These elements can be configured in multiple ways.

Transaction Area
Pocket Curve Option Diagram

Transaction Area
Wall Mounted Option

Transaction Area
Wall Mounted Option Diagram

Transaction Area
Freestanding Option

Transaction Area
Freestanding Option Diagram

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