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SOMOS Experiences turned Madrid's Desert City into a museum. The exhibition included Audi's most emblematic models both from the RS range and all time. Some prestigious models were displayed like the Audi R8 GT2 which participated in Le Mans and Audi's first Formula 1 car which was revealed internationally.

This event was exclusively aimed at Audi Sport customers: Audi's most premium and sporty range. Attendees were able to test drive the vehicles and feel the sporty experience for themselves. These test drives took place on two dynamic circuits, one at INTA and the other in Navacerrada park.

SOMOS Experiences had a team of more than 50 people who worked alongside production companies to take the Audi Sport range to its limit and provide guests with an exciting and once-in-a-lifetime experience.


In addition to taking care of every step of the event's development, SOMOS Experiences took on the challenge and turned a unique garden centre into a true motor showroom. The team was responsible for inception, design, and production. One step included moving 60 vehicles so attendees could take them cruising on dynamic test drives and afterward moving the vehicles back to the museum.

“Cooperating with production companies and teamwork were key to this event. The setup was very extensive even though we did it in just 24 hours” 

The convention was a real success, highlighted by the presence of a select group of 100 guests. These were the lucky ones who had a great surprise just for them. 100 journalists covered the world premiere of Audi's first single-seater Formula 1 car. This first-class brand's car will participate in the 2026 World Championship. 

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