The highly anticipated world premiere of the new Audi Q3 took place on June 16 at the Audi Forum in Ingolstadt (Germany), where lighting designer Chris Moylan of Sunrise Studios developed a striking design using luminaires from Elation’s PROTEUS and PULSE series.
The result perfectly matched the excitement generated by the debut and conveyed an image as dynamic and thrilling as the vehicle itself.
The presentation, held outdoors at the Audi Piazza, combined architectural elements with high-impact visual effects, creating a vibrant atmosphere for guests, employees, and the media. The central stage was surrounded by a driving track, with a “container city” positioned at each of the corners.
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The audience was able to follow the presentation from all sides, as well as from the center, looking outward. Moylan developed a lighting concept that framed the open-air architecture and provided the spectacular component needed to showcase Audi’s latest models, with the new Q3 as the undisputed star.
It was not possible to install a conventional lighting structure that illuminated the vehicles from both sides without losing the sense of open space. That’s why we decided to use a combination of IP-rated lighting installed on the outer containers, together with an outline of pixel bars extending from the inner ring outward. In this way, we achieved functional lighting, architectural enhancement, and visual effects within a unified design, explains Moylan.
The core of the system designed by Moylan consisted of 80 PULSE BAR L units, 30 PROTEUS MAXIMUS luminaires, and 25 PROTEUS EXCALIBUR moving heads, supplied through Elation’s partner in Germany, LMP Lichttechnik Vertriebs GmbH.
The PULSE BAR L, which combines RGB LEDs with cool white, provided uplighting, effects, and architectural support, visually unifying the entire space. Capable of projecting white or colored light as well as special effects, its zoned control makes it ideal for direct-view applications, while its end-to-end interconnection system enables fast and efficient setup and positioning.
Meanwhile, the PROTEUS MAXIMUS, with an output of 50,000 lumens, delivered intense illumination around the outer section of the driving ring and at the presenters’ positions. The PROTEUS EXCALIBUR, a powerful beam-type projector, created a spectacular beam architecture that extended the lighting design into the night sky.
Moylan, a regular user of Elation’s IP-rated range, emphasized the importance of reliability at an outdoor event:
Elation’s IP equipment has a very solid track record, which gives us the confidence that adverse weather conditions will not affect the design.
Following the official presentation, the event gave way to the Audi Q3 Summer Reveal, a public festival held from June 17 to 18 that featured live music, food offerings, and family activities, extending the celebration of innovation and community.
