red dot: grand prix

The "red dot: grand prix 2001" has been awarded to the Munich design agency KMS with their complete concept for the Audi Museum. KMS was not only responsible for the content, the choice of exhibits and the dramaturgy for the exhibition, it also drafted the specifications for the building (in co-operation with Henn Architects Engineers) and also designed the corporate design, Internet appearance and catalogue of the "museum mobile"

The basic idea for the complete design of the architecture and exhibition was based on the vision of annual rings on a tree as a symbol of growth and change. The whole museum was determined by a structure of concentric circles: Michael Keller, one of the founders of KMS, says about the concept: "We chose the theme "change via motion" for the story of the Four Rings.

A moving sun protection system circles around the building, on the inside rotating walls with chronological overviews on a paternoster cross over the levels of Audi prototypes vertically. And through the fully glassed facades the room is continually changed by daylight." The museum is always in motion which is how a museum becomes mobile.

In the foyer of the circular, four-storey museum visitors find the complete product chronology in the form of true to scale models next to the reception and information counter. Following an introductory short film in the round cinema, the time travel begins: visitors travel by lift into the upper storey to the year 1899, the year August Horch founded his first company. Using various stations, staging and interactive displays the path returns to the present. Storey-comprehensive views aid visitors to classify each area spatially and historically.

The design agency KMS was founded in 1984 and today employs approx. 60 people. Their focus is on the development of branding strategies and complete appearances as well as graphic, multi-medial and architectonic realisation. Their best known projects include: international trade fair stands for the brand Audi (since 1997), in particular the Audi stand at the IAA 1999 which was awarded with several prizes (architecture: Christoph Ingenhoven); trade fair stands for VIAG Interkom at the CeBIT; the corporate design for ProSieben-Sat.1 Media AG and the re-design of the logo for Saturn. Managing directors are Knut Maierhofer, Michael Keller and Christoph Rohrer.