Author: Steve Allen |

The new business class from Audi: At Munich Airport, visitors, customers and Audi dealers can now discover cutting-edge retail solutions developed by the four rings. Following a complete remodeling, the former Audi Forum at Munich Airport is reopening as a discovery platform for progressive tools in the dialogue between customers, the manufacturer and dealers.

The focus is on digital innovations that connect the real and virtual worlds of Audi.

Under the name “myAudi Sphere”, the redesigned location at Munich Airport is assuming an important role in the digitalization initiative for the brand’s retail networks. Here, visitors from all over the world can experience current and future solutions that AUDI AG is developing for use in car dealerships.

Guests will find a broad range of hardware and software tools within the 700 square meter (7,535 sq ft) space – such as the exclusive shop-in-shop concept for the Audi Sport lineup, virtual demonstration tools for assistance and light systems and a digitalized consultation suite. In the “Customer Private Lounge”, visitors can configure their dream Audi and discover it on high-resolution display screens that show even the smallest elements in lifelike detail.

myAudi Sphere is the first showroom worldwide to stage an advanced setup of the brand’s virtual reality application: the “Audi Walking VR experience”. Visitors using the virtual reality headset to get an especially realistic view of their dream Audi can now walk around it freely and even take a seat inside. With the rapidly advancing development of digital retail solutions, additional modules will be introduced successively in the airport showroom.

Customers and visitors in the redesigned showcase location can also participate in workshops and seminars focusing on digital innovation. myAudi Sphere is also aimed at the brand’s dealers from worldwide markets. It will thus complement the offerings of the three Audi training centers with their own testing grounds operating right at Munich Airport. Around 25,000 dealership employees participate in training at these centers each year.

At the prominent location of the former Audi Forum in the Munich Airport Center, situated between Terminal 1 and 2, the four rings have been welcoming guests since 1998. In 2015, around 60,000 visitors frequented the brand’s airport showcase.