On May 1, Audi opened the doors of a three month pop-up “The Place To-e” at Desguinlei 100 in the heart of Antwerp. Until the end of July car fans and cosmopolitans can enjoy themselves in the e-scape room, discover electric mobility, enjoy a culinary spectacle at the rolling table and discover a hidden part of Antwerp in the rooftop bar ONTOP. Visitors can also book a test drive with the Belgian-tinted Audi e-tron; as you already know, it is built at Audi Brussels…
We made a visit last weekend, and were impressed! Of course we also took the occasion to make a test drive with the impressive e-tron. More about this in the next report…
Hans Knol ten Bensel
The demand for viable and sustainable mobility solutions will only grow in the future in and around major cities. D’Ieteren, the importer of Audi, chose Antwerp for this pop-up “Place to be”- a city that is strongly committed to new, environmentally friendly mobility. “All with the purpose to better inform the general public and make them enthusiastic about electric mobility by offering a range of experiences and activities, ”explained Stefan Kerckhoven from, Director Audi Import.
It is all about living the “e”-adventure
Experience is central to The Place To -e. Adventurous visitors can have a go in the “e-scape room” with an area of 80m², where players can help free the imprisoned engineer of the Audi e-tron while discovering electric mobility in a playful way.
The Audi e-tron and its optional virtual exterior mirrors are an essential key in the ultimate solution to the adventurous puzzle. A lot of attention was paid to the use of technology: holograms, interactive projections, mechanical installations … elements that we have not seen so often in an escape room. For nearly an hour, the participants puzzle, where they must use logic to solve the various riddles and go through a series of tests; only then will they be able to solve the mystery.
A changing exhibition will introduce the public to future electric Audi models in their concept form, including the Audi PB18 e-tron you see here above, an electric high-performance sports car which will be on display and the Audi e-tron Vision Gran Turismo developed from a racing game.
In the e-arena, esporters can play the “Rocket League” virtual racing football game on a real field. In this game, participants control an electric car developed for the occasion and try to score goals on a kind of soccer field.
A test drive is offered…
Electric driving can best be experienced during a test drive. The Audi e-tron is equipped with an ingenious recovery system that contributes 30 percent to the driving range of the Audi e-tron. Visitors can test this energy recuperation themselves during a test drive along a predefined test route, of course we took the occasion to put the e-tron briefly through its paces…
To have a chance to win a weekend with the Audi e-tron, and to preserve an unforgettable memory of his visit, every visitor is invited to take a nice photo in the sofa of Smile Safari, the very first Instagram museum in Belgium.
The visitor can then satisfy his hunger in an original way during a unique private dining concept and scoop in Belgium, where a culinary top experience literally comes to the guests via a … rolling table. Each dish is presented in its own decor and to stay completely in the theme is consciously worked with sustainable ingredients.
You can end the interactive day at the beautiful rooftop bar ONTOP on the roof terrace where you can enjoy a unique view.
The Place To -e will be a meeting place in the coming three months where there is always something going on. In addition to the wide range of daily experiences, special events and interesting expert talks on topics such as fashion, styling, design, sustainable travel, urban mobility and technology will also be organized.
Last but not least the visitors can come and admire the Magnum photo exhibition: a breathtaking series of photos from the renowned agency Magnum Photos that was allowed to shoot images for five days at the Audi Brussels factory.
The two renowned photographers Paolo Pellegrin and Gueorgui Pinkhassov captured the power and elegance of robots and the dedication and passion of the factory employees in an intriguing way. In the photo series the innovation, quality and attention to detail come to the fore that also characterize the technology of the Audi e-tron.
Audi and Antwerp: together in sustainable mobility
The Place To -e also includes e-lectrify & mobility: an exhibition displaying the vision of sustainable urban mobility of Audi, the city of Antwerp, and their partners of “Antwerp tomorrow” and “Smart to Antwerp” such as Poppy , Scooty and Velo.
Some practical information:
Opening hours: every Thursday and Friday from 12 h to 20 h and each Saturday and Sunday from 10 h tot 18 h.
The event agenda can be consulted on http://www.theplaceto-e.be.
Hans Knol ten Bensel