Audi is currently constructing a three-storeyed building to be its display at the upcoming Frankfurt motor show. The structure will hold 33 Audi models including the new A4 and the e-tron Quattro concept, and Audi is expected to detail its innovations by offering visitors an unconventional multimedia experience.

The entrance to the building will lead to a roughly 100-metre walk, that'll take visitors through Audi’s four themes: the motorsport genetics of the Audi Sport sub-brand, the portfolio of innovations under ‘Audi Technologies’ ranging from the virtual cockpit to laser light; the efficient technologies of Audi ultra and the Quattro all‑wheel drive. The walk will include multimedia presentations and holographic windows using augmented reality technology to connect digital information with the cars on display.

The new A4 will sit at the centre of the building, mounted on a rotating platform that will be part of an oversized compass. The entire media display of the exhibits will shift to the each of the four themes as the compass rotates.

Also on display will be the Audi e-tron Quattro concept, a model designed to be a precursor of the company’s all-electric SUV due in 2018.