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.
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.
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.
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.
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.
In addition to tea and other regular refreshments, the bar on the upper floors will also be hosting pop-up coffee shops soon.
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.
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.
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.