OUTPUT

Car company Audi has opened a new showroom in London, UK, with the displays made up of digital screens. Called Audi City, Audi's first 'cyberstore' features 'screens that almost fill the entire space' to demonstrate Audi's whole model range, in every colour, function, equipment and technical option available, in 1:1 scale.

Customers can select 'several hundred million possible configurations' via the digital displays, and Audi highlights the personalisation opportunities of the new showroom, which will also become a 'meeting place for fans of the brand'. More than 20 virtual shops are planned to open by 2015.

"Audi City combines the best of two worlds – digital product presentation and personal contact with the dealer," comments Peter Schwarzenbauer, member of the Board of Management for Marketing and Sales, Audi.

"This new retail format brings us even closer to our customers – geographically, of course, but first and foremost in terms of the quality of our relationship. Audi City offers new freedom for tailor-made services and an even more individual contact with the customer."