The e-tron room
“The most technological escape room ever created.”
Audi has launched one of the most ambitious branded experiences: the e-tron room. The goal was to introduce the technology behind Audi’s first electric car while immersing teams of visitors into a thrilling living story full of tricky challenges involving a robotic arm, kinetic balls, 360º projection mapping, laser labyrinth and loads of high techs.
During 8 months in 3 countries
178 media appearances
49 TV appearances
Internationally acclaimed, Audi’s e-tron created a new category of branded entertainment.
In collaboration with DDB, Antiloop conceived the storyline and has been in charge of the design of the whole experience (physical space, challenges definition) and the production of the e-tron room and the development of all the technological part. Audi’s e-tron room has toured Europe (Barcelona, Madrid, Munich, Antwerp).
The doctor’s room
Walking into a secret underground bunker, a place where participants could fantasize about the doctor’s investigations. By the composition created by the different layers and objects defining the space, we achieved an atmospheric blend of high-tech and brutalism.
The construction of the doctor’s room allowed us to play between the boundaries of the physical and digital objects. We created a space where participants could experience the transition between both worlds while getting the utmost challenging experiences from this mix.
As participants completed the challenges of the first room, we needed a shocking transition between the initial ‘physical’ space to the next area. An escalating space where it clearly felt like we were entering another ‘dimension’.
By building a 10m long narrow tunnel with strips of leds along its walls and mirrors at both ends, we achieved a concept similar to a kaleidoscope, creating a sense of space confusion and excitement.
As a team effort, participants had to interact with the tunnel to find the exit door leading to the next room.
THE CAR’s room
This futuristic dynamic space was the container for the new Audi E-tron Quattro, we deployed the most technological challenges of the escape room.
A high-end, extraordinary futuristic space.
With 360º projection on the eight walls, 200m of controllable led light, reflective floors and an evolving surround sound system we created a real pioneering time traveling room. A space where we could control and change completely its atmosphere as the narrative of the experience progressed.
Participants were able to interact with holograms, robotic arms, kinematik balls, lasers, 360º projection mapping interactions, integrated experiences within the car featuring its new technology.
When it comes to the challenge’s design, our main goal was creating a strong and consistent connection between the different dimensions of the experience: website, architecture, tools and devices, 360º projection, applications and games.
While studying how to implement learning and solving dynamics in a teamwork experience, we concluded that the challenges had to meet the following criterias:
Make sure to mix linear and parallel solving challenges for the progression of the game to be equitative.
Always create a game where more than one participant has to collaborate with the rest of the team to solve it.
Find a balance between using skills, logic and pattern recognition.
Encourage participant’s progression by dividing challenges into mini units.
Channel the brand’s values within the experiences.
The global experience
Mini Games & Register
Special transport with electric cars
the e-tron room
Electric driving knowledge session
Audi e-tron test drive
“I wish I could erase my memory so I could go back in time and live the experience again”
“A marketing tool to show where cars are heading in the next decade”
“The e-tron room allows to escape the present and reach the future of electric mobility.”