Behind the Velvet Rope with Audi
The German automaker opened a Park Avenue showroom—the “Forum”—to publicize the Audi lifestyle in the U.S. Here's your own private tour
By Matt Vella
Audi is gearing up for an all-out charm offensive intended to sway luxury buyers away from German rivals such as BMW, Mercedes-Benz, and Porsche. While the company enjoys untarnished popularity at home and in developing markets such as China, its brand lags far behind other luxury nameplates in the U.S.
In an attempt to reintroduce the brand as well as showcase new and upcoming models to its target metropolitan buyers, the company has launched a Park Avenue showroom, known as the “Forum,” intended to tell the company's story and publicize the Audi lifestyle. The 6,461-square-foot space is clad in urban grays and whites, replete with modern furniture custom-made in the Rhineland, and high-profile display models not often seen at local dealerships.
Inside the Forum, cars are lit like fashion models and the air pulses with light-duty techno and neo-Bossa Nova music. A lounge in the back, dubbed Quattro after Audi's race-winning four-wheel drive technology, offers free wireless Internet access and coffee. Giant flat-panel screens loop sexy footage of new products and racing victories.
Audi managed to make a splash with the Forum's opening earlier this month, drawing New York celebs and even Mayor Michael Bloomberg. It also displayed some of its rarest and newest vehicles. Take a look at the opening as well as new and upcoming products intended to re-establish the brand Stateside.