“untaggable”, an event series for the Audi Q2 market launch, 2016

In the past, each place had a precise function. Church. School. Library. Guesthouse. Post office. It’s how our cities came into being. Humankind has followed this terrestrial order for ten thousand years. But the digital age has called it all into question by making everything ambiguous. Places become temporary spaces, people are turning back into (digital) nomads, and our tools must adapt to our complex lifestyles.

How can we present a vehicle that defines itself as undefinable?

The Audi Q2, an ambassador of the newly launched, multi-functional segment of compact SUVs, is a tool of our postmodern times, made for the young urban crowd that can’t be pigeonholed.

To bring this attitude to life, Blackspace staged a brand experience event series for the Audi Q2’s launch that was equally multi-faceted.

Spaces take on new meanings

The idea behind the untaggable event series was to give spaces a completely new meaning. A shuttered public bath house in Berlin became a restaurant. An old, defunct brewery turned into a concert hall. An industrial power plant, a club. DJ labels like Mukke, Moonboutique and Stil vor Talent set the scene in these extraordinary places – which provided ample space for special guests, test drives and dealer events.

An old, drained swimming pool is bathed in blue light. In the middle of the space the party guests dance. A yellow Audi Q2 stands in front of a yellow wall full of graffiti. In front of it stands a yellow parking meter and a yellow bicycle. On the picture you can see many yellow balloons with a hash tag on it, which are attached to a mesh box. Six party guests wear yellow construction helmets and hold signs with the word "untaggabble" in the cameras. A grey and a red Audi Q2 seem to be standing in a swimming pool. In front of it is written in yellow #dipping. You only see the legs of two men and a woman in swim trunks and flip-flops. The picture shows a crowd waiting to be let into the event location. A yellow and a grey Audi Q2 stand in a weakly lit steel cage. A light installation consisting of the words "bar" and "drinks" hangs above a bar.