Audi A5 World Premiere - Coupé Tradition.

On the 2nd of June 2016 the new Audi A5 Coupe was introduced to the World in Ingolstadt, Germany. Maxin10sity helped to make this moment even more unforgettable by creating a spectacular show consisting the history of the Audi Coupes from the beginning.



Maxin10sity, the Hungarian projection mapping specialist, has established itself as the expert in the innovative videomapping space, having recently delivered two show-stopping projects for prestigious client Audi to mark the launch of its very latest models.

Commissioned by technical planning and show direction specialist Niyu, Maxin10sity brought its skill and expertise to Audi’s Late Light Show – an exclusive videomapping event for Audi employees and the community surrounding its Ingolstadt, Germany HQ with a spectacular 10 minute show running every evening over six days from 25-30 May 2016.

The Late Light Show set the stage for the world premiere unveiling of the Audi A5/S5 Coupe, which was celebrated with a further bespoke five-minute mapping; a visual representation of the evolution of the Audi Coupe from its inception through to the brand new models. One of the first times that videomapping has been applied beyond entertainment as a promotional technique, over 1,000 journalists from all over the world attended this exclusive, one-time event on 2 June 2016.

Having successfully tackled videomapping projects involving complex and large scale structures such as the iMapp project on the Palace of the Parliament which takes place every year in Bucharest, Romania – the second world’s largest administrative building – Maxin10sity was the obvious choice for the Audi projects.

Impressed by their work at Karlsruhe in 2015, Professor Klaus Schrenk, artistic advisor for the Audi Late Light Show, recommended the projection mapping specialists to Audi to bring their ideas to reality.

It took five days to create the 3D model of Audi’s Ingolstadt HQ, which features a 2,300m2 surface area – equivalent to approximately 4,600 40-inch television screens. With one side fully flat and the other curved, the Maxin10sity team tested more focal points in order to precise how to control the overall display over the undulations in the structure. The audience was to be positioned in close proximity to the façade of the building, bringing additional considerations around perspective; not to mention the challenge of projecting onto glass surface, overcome by covering it with a special projection film.

“For a project of this scale, complexity and prestige, we knew Maxin10sity were the best in the field,” comments Thomas Hofmann of Niyu. “Working alongside the Maxin10sity team was seamless and their credentials in the videomapping space speak for themselves, having broken world records with previous projects and constantly pushing themselves to raise the bar and do something different that completely stands out.”

35 Barco HDQ-2K40 projectors boasting 40,000 ANSI lumens – the brightest available on the market – were installed in five projection towers, each four metres long, four metres wide and nine metres high – and carrying five tonnes of equipment. Sourced by Media in Res as technical provider, all projectors were controlled by a high-performance Pandora’s Box media server from Looplight, which handled the six terabytes of content. 25 kilometers of electricity and signal cable powered the show which featured eight channel surround sound.

Collaborating with Pure Perfection on conception of the Late Light Show, and Creators and Quintons Concept on conception, creative direction and car choreography for the A5/S5 Coupe premiere, Maxin10sity focused on capturing imaginations by transforming the Audi HQ building into a unique visual showcase. The videomappings bore all the hallmarks of a true Maxin10sity show, using contiguous visual impressions with music rather than concrete pictoral visualisation to embody the spirit of Audi and encompass its brand values.

The content, which was more abstract in nature for the Audi Late Light Show, and more focused on Coupe imagery from over the years for the world premiere, was supported with music by Big Total Audio. Tamás Vaspöri, co-founder of Maxin10sity, comments: “With both events, we deployed careful curation of modern, dynamic music enriched by sound design combined with animation to convey the feeling of what it is like to work for or own an Audi.”