Design Overview

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

A Global Audi Vehicle Presentation Standard

900 Terminals Globally (March 2018)
129 Terminals in the U.S. (March 2018)

The Terminal architecture originated from a global design competition for a flexible prototype, suited for a variety of urban scales and conditions.

Unmistakable in any environment

The Audi Terminal Concept is not only distinct and recognizable, but effectively defines the Audi brand to customers from exterior to interior.

Excellence Inside

The interior greets customers with an open and bright floor plan, and introduces customers to our vehicles in a dynamic, racing-styled fashion

Audi Brand Materials

Why Aluminum?
- 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

1/6: Primary Signage

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.

2/6: Honeycomb Exterior Cladding

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.

3/6: Showroom Entrance Element

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

4/6: Proportion & Scale

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

Each volume can be individually expanded to accommodate future growth.

5/6: Showroom Curved Wall

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.

6/6: Advanced Showroom Concept

Clean lines and an open layout provide a functional environment for employees and create a sense of place and comfort for customers.

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

Charged with excitement.

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

Born on the track. Built for the road.

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 1

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.

showroom 2

Showroom Presentation Element

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.