Gail & Rice
original. experiential.

Audi: RS 5 Sportback Reveal

Audi: RS 5 Sportback Reveal

The Challenge

As a prelude to the 2018 New York International Auto Show, Audi was looking for a unique off-site location to host the world premiere of the all-new RS 5 Sportback, along with the North American debut of the R8 V10 RWS and the introduction of the new head of Audi Sport GmbH.

The Idea

We procured the ideal location, a modern car club designed to showcase classic automobiles of yesterday and today, to create an evening reception that immersed attendees in the Audi Sport brand. The newly-renovated space was the perfect location to attract international media, while also allowing the club’s elite members to participate in the fun.

Our production team built a custom stage with a large video and lighting display to accommodate the drive-on reveal of the RS 5 Sportback, while our logistics professionals developed the menu and décor. Every detail was considered, from Audi-branded craft cocktails to custom-built furniture featuring the red rhombus – the badge of Audi Sport.

The Result

While the club’s elite enthusiasts celebrated the opportunity to witness the exclusive event, the vehicle’s arrival resonated with media as well:

“Audi creates a killer concoction with the 2019 RS 5 Sportback, a vehicle delivering performance, utility, and style in equal measure.” – New York Daily News

“Just in time for spring, the Audi Sport division unveiled its RS 5 Sportback — blooming in verdant Sonoma Green paint — …, one day before kickoff of the New York Auto Show's official media previews.” – The Drive  

Photography by Jim Fets