OUI CASES | 奥迪全球旗舰体验中心
室内设计: TJAD同济建筑设计研究院
灯具品牌: OUI LIGHT
项目面积: 2400m²
项目年份: 2022
威海路新地标奥迪进取汇
House of Progress
2022年1月1日，位于威海路489号上汽集团总部大楼的奥迪进取汇正式揭幕。倚靠于上汽集团总部大楼的奥迪进取汇（House of Progress），是上汽奥迪的品牌旗舰店，这是奥迪品牌在中国的第一座也是唯一一座“进取汇”。
OUI ends at the end of the year with House of Progress, a new landmark on Weihai Road On January 1, 2022, Audi Enterprise Club was officially unveiled in saic Headquarters building, No. 489 weihai Road. The flagship audi House of Progress, the first and only "Progress" of the audi brand in China, is nestled in the saic headquarters building.
全球规模最大的奥迪进取汇
The world’s largest Audi House of Progress
奥迪进取汇（上海）由上汽大厦辅楼改建而成，是奥迪在中国第一家、也是在全球范围内规模最大的一家。面积为2400平米，分为2层，展厅集品牌展示、零售咨询、新车交付和用户社区为一体，一层主要为品牌廊道、产品探索空间，二层拓展出了社交客厅、共享中岛、直播空间、亲子空间等用户专属区域，为用户带来裸眼3D数字展示箱、四维模拟驾驶等沉浸式体验。整体空间的灯光以OUI的FOCUS SERIES以及LUMI PLUS为主，再搭配上全新的i3系列，让整体氛围感更加富有层次节奏。
Audi House of Progress (Shanghai) is the first of its kind in China and also the largest one in the world. The venue is part of the SAIC building's side wing and covers an area of 2 floors and 2400m². The venue serves multiple functions, including showcasing SAIC brand history, greeting retail customers, delivering new cars, as well as hosting Audi's customer community. The ground floor is divided into a hall of brand history and a showroom for Audi products. The second floor has designated spaces for networking, live streaming events, family activities, etc. Customers will be able to enjoy no-glasses 3D effects as well as immersive 4D driving experience. The entire venue is lit up with OUI FOCUS series and LUMI PLUS series, with the all-new i3 system adding more layers and depth to the lighting effect.
在品牌廊道里，上汽奥迪展示出了众多深受年轻群体喜爱的周边产品，包括品牌周边、潮品联名等。基于对消费者真实需求的洞察，品牌将不断创新营销模式为消费者带来新的体验
The SAIC Audi brand hall houses a variety of Audi products popular among younger customers, including Audi merchandise and products made in collaboration with trendy fashion brands. Based on genuine consumer research, Audi will continue to roll out innovative marketing strategies to bring fresh experiences to its customers.
不得不提的是，代表奥迪对未来高端出行思考的概念车奥迪Skysphere和奥迪Grandsphere值得打卡。除旗舰车型之外，进取汇也会不断展出代表性的车型与用户分享前沿科技与未来体验。
The showstoppers are Audi skysphere concept and Audi grandsphere concept. These two models represent Audi's imagination of traveling in the future. In addition to the flagship models, the House of Progress will continuously bring out Audi's legendary models to take the customers one step closer to cutting edge technology and engineering.
如果说一层是数智科技的未来体验，那么来到二层，便能体验到“用户共创”的全新社交理念。二层涵盖社交客厅、共享中岛和亲子空间等专属于用户的区域。
While the ground floor gives visitors a futuristic experience, the upper level allows people to experience a new networking model where customers and the brand will build a community together. The upper floor is an exclusive area for Audi customers. It has a lounge for casual networking, a shared island area, and a family lounge.
在二层空间的吧台，除了给提供常规的茶歇和饮品外，还会有第一场“咖啡品牌快闪”活动即将进驻。
In addition to tea and other regular refreshments, the bar on the upper floors will also be hosting pop-up coffee shops soon.
上汽奥迪进取汇的概念更接近艺术馆或品牌博物馆，不仅诠释了奥迪品牌感性美学与科技人性的设计理念，还在多处细节融入了上海独有的海派文化，让用户得以在充满艺术与科技的氛围中沉浸式地探索和体验奥迪的历史、文化与科技。
The House of Progress, in essence, is more similar to an art gallery or a museum. It not only provides a window into SAIC Audi aesthetics and technology, but also showcases Shanghai's unique local culture. The combination of the two creates an artistic and futuristic environment where visitors can explore and learn about Audi history, philosophy, and technology.
除了在产品设计、营销模式等方面大胆创新外，上汽奥迪也探索以不同文化圈层为切入点，与年轻用户群体建立沟通：与拜仁慕尼黑足球俱乐部、上海芭蕾舞团等联手“快闪”，邀请优秀的影像创作者分享故事……致力于实现与新生代人群更为紧密的情感联接与价值共鸣。此外，上汽奥迪“红圈”已于近日开启，将持续吸引商业领袖、体育健将、文娱明星等各行业的领军者、创新者和开拓者，成为上汽奥迪的品牌参与者与体验共创者。这无疑与OUI的品牌理念不谋而合，在原创Original的基础上，做到独特Unique，并启发人们的灵感Inspiring，也正是我们OUI的品牌文化「我们输出光的艺术和设计」。
Other than the bold innovations in product design and marketing strategy, SAIC Audi is experimenting reaching and bonding with consumers through their social circles. For example, Audi hosted pop-up events with Bayern Munich and the Shanghai Ballet Company. They've also invited respected photographers and videographers for sharing sessions. All aim to create a stronger connection with the younger generations. What's more, SAIC Audi's Red Circle program launched recently, inviting business leaders, top athletes, celebrities, and pioneers in other industries to become Audi customers and co-creators. OUI, just like SAIC Audi, is striving to be not just original, but also unique and inspiring by mastering the art and design of light.
点亮你的灵感。
OUI DESIGN
注重空间的运用，精于灯光营造室内气氛，运用现代手法与贴合的元素融合引入每个设计空间中。
Pay attention to the use of space, be proficient in lighting to create an indoor atmosphere, and integrate modern techniques and fitting elements into each design space.