Description
How a Good Idea Became a Show-Stopping Exhibition Highlight
Sometimes the idea is good – but the execution determines whether it becomes a success.
For the Geneva Motor Show, Audi came up with the idea of connecting the Q7 with its involvement in water sports. The large SUV was to visualize Audi’s connection to the world of yachts and sailing. It was an exciting concept – but the first internal designs failed to convince.
The idea was in danger of being shelved.
Then came the decisive impulse from Audi’s Trim & Color department. The head of the department knew Target Design and asked a simple but crucial question:
“Perhaps external designers will find it easier to bring this idea to life convincingly. I know Target Design – I trust them to do it.”
An Outside Perspective
That was how the collaboration began. During the briefing, we were presented with the requirements for the exhibition appearance. The task was clear: the Q7 should not simply be decorated with maritime details. The water sports theme had to be experienced as something authentic, premium and coherent.
Our solution immediately hit the mark.
We transferred the design elements of yacht building consistently to the vehicle. A high-quality mahogany deck formed the foundation. Integrated deck boxes could be fully recessed when required. Inside the vehicle, leather details echoed the characteristic stitching of sails.
The result was a connection between automotive and yacht design that went far beyond decorative customization.
A Concept That Transformed the Entire Exhibition
A show car was built for the Geneva Motor Show. But the idea had an even greater impact: the entire exhibition stand was adapted to the maritime design concept.
What had started as an idea for a single vehicle became a complete brand experience.
And the story went even further: one member of the Audi Board was so impressed by the design concept that he had his office fitted out in the same style.
The idea was good from the very beginning. But it was the right design that made it truly convincing.
That is the strength of an external design team: an outside perspective can break through established patterns, open up new possibilities and turn a good idea into a compelling overall experience.
