Kubik BV

Nieuw Concept Autorai


The project

During AutoRAI 2009, the cars were no longer exhibited per brand but per ‘experience’. They opted for the container as the exhibition building block: as dividers between the themes, as storage space, as billboard and as a prominent platform for cars. For each theme Kubik developed a specific visual language. The new AutoRAI layout represented a fundamental U-turn. Thinking in terms of the product providers has made way for thinking in terms of specific target groups.



What the AutoRAI has to offer is clear: cars. This year, however, was different because of the Kubik concept. The cars were not arranged by brand, but by perception. The container served as a building stone with multiple functions: partitioning, storage, billboard, and platform. For each theme, a unique visual language was developed.


— The new AutoRAI layout represented a fundamental U-turn

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