New 3D technology at the premiere of the Audi A3 in Geneva

The Audi exhibit at the Geneva Motor Show is a world premiere for two reasons: the new Audi A3 and the unconventional “A3 Dimension” technology that will be used to present it on Tuesday. It offers a three-dimensional video display in an unprecedented quality and size. The 3D film “Where’s Rocky?” – which centers around factory driver Mike Rockenfeller as the protagonist – will be shown.

The video display wall for A3 Dimension consists of 25 displays that provide a unique spatial impression of the 3D film. The new technology allows three-dimensional images to be presented with greater brilliance and clarity. People and objects appear to viewers as realistic pop-outs and seem close enough to touch. “A3 Dimension gives the car an appearance that appeals to the senses. Structures and surfaces seem touchable and reveal the quality of our products,” said Florian Otto, Project Manager of 3D Audi Communications.

Mike Rockenfeller, DTM driver and winner of Le Mans in 2010, plays the starring role in the film. The film clip for the exhibition asks “Where’s Rocky?” and shows Rockenfeller inspecting the new Audi A3 in a futuristic laboratory. After an Audi engineer presents the new Audi connect features, Rockenfeller makes his way to the racetrack. When he arrives, he surprises the other participants in a training race with the sophisticated technology of his new “company car.” The video was filmed in Germany and Spain.

“With A3 Dimension, we are using an innovative technology that represents the new generation of the Audi A3. The 3D films allow our cars to be experienced dynamically and in motion at the exhibition stand. This particular type of presentation has never been seen before,” emphasized Toni Melfi, Head of Communications for AUDI AG.

Along with the short film, an “A3 Dimension” media show will also be presented in Geneva on March 6 and 7. “Code of the Future” is the theme of the eight-minute audiovisual 3D portrayal: The new features of the Audi A3 are lined up along the DNA strands of future mobility.


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