Audi Canada will unveil its new Audi A7 model with an installation at the Interior Design Show in Toronto this weekend.
Beginning tonight, the vehicle will be showcased in a 2,600-sq.-ft. lounge located near the IDS entrance at the Metro Toronto Convention Centre. The installation, created by John Tong of Toronto design firm 3rd Uncle with assistance from Audi Canada advertising agency Lowe Roche, features a spinning, 800-sq.-ft. reflective ceiling as well as benches where patrons can sit and contemplate the car.
The A7 is the latest Audi model to be featured at the IDS. Audi launched its revamped TT model at the show in 2007, and since then has created installations for its Q5, S5 Cabriolet and R8 vehicles.
Geoffrey Roche, chairman of Lowe Roche, said the IDS is an ideal environment for showing off the products of a car company that prides itself on design.
“When you see this car, it is spectacularly designed,” said Roche. “And this is a design audience—design leaders, influencers and thinkers—so what better place to be than at this show?
The message Audi wants that audience to receive, said Roche, is that the automaker is itself a design leader. “It’s as much for Audi the brand as it is for the A7.”
Roche said further marketing initiatives for the A7 would launch closer to April, when the vehicle goes on sale in Canada.
The Interior Design Show runs through January 30.
