Digital Arts has been appointed to create a visitor attraction for Volkswagen’s £283m car theme park, Autostadt, near its headquarters in Wolfsburg, Germany.
The attraction is designed to illustrate the concept of in-car navigation systems and communicate their benefits in an abstract way, says Digital Arts creative director Mike Maxwell. The project is scheduled to launch at the end of July.
Digital Arts won the work, worth over £300 000, after a four-way pitch against undisclosed rivals, none of which are understood to be UK groups.
The fine details of the work will remain under wraps until the launch. Digital Arts is believed to be working in conjunction with Volkswagen’s in-house design team.
“We are developing an ‘experience’ to give visitors an increased sense of the value of [navigational systems for cars],” adds Maxwell.
Autostadt, which translates as “car city”, is a collection of shops, restaurants and visitor attractions next to Volkswagen’s manufacturing plant in Wolfsburg. Designed by Germany’s Henn Architekten, it opened last summer to coincide with the Expo 2000 in Hanover.
“[Autostadt] is trying to reach visitors with both a rational and emotional approach,” says a VW statement.
Virgile & Stone undertook several jobs for the project, including a car accessories boutique, called The Collection, a VW branded shop called Metropol, plus a restaurant and a bar.
Furneaux Stewart created the interiors and exteriors for the Bentley and VW-branded pavilions.