Ich, Auto.
Autostadt Wolfsburg
The Autostadt in Wolfsburg requested a new concept for its car museum, which is brand-agnostic. The main objective was to connect with a broader audience beyond car enthusiasts.
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Our creative approach presents the automobile as a cultural phenomenon deeply embedded in modern society. Therefore, the proposed design concept focuses on experience and participation, based on the idea of telling human stories from the car's perspective.
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"Ich, Auto – I’m so much more than just a vehicle."
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The "Ich, Auto" storyline guides visitors through the two-part building in seven interactive chapters. The visitors' individual experiences are recorded and projected onto the media sculpture in the atrium, thereby becoming part of the exhibition.
Minimal changes will be made to the existing building. The resource-efficient spatial installations consist of modular elements that can easily be reconfigured and brought to life through immersive media projections.
Scope: Creative concept and design development
Collab: GRAFT Brandlab Berlin | Visuals: Philipp Hohmann