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.