Audi House of Progress in Aoyama

Audi Japan opens next-generation brand store in Aoyama

Audi’s next-generation brand store “Audi House of Progress Tokyo” opens its doors in Aoyama, Tokyo, the center of high fashion and luxury brand stores. The perfect place to feel Audi’s sophisticated design, premium quality, and innovative technology.

Philipp Noack, CEO Audi Japan
CEO of Audi Japan Philipp Noack optimistic for 2021. Photo: Courtesy of Audi Japan

In a live-streaming performance, CEO of Audi Japan Philipp Noack opened the “New Year Press Conference 2020″ on January 13th, giving a brief overview of 2020, the business plan for 2021 and the new models to be introduced soon.”We faced an extremely difficult situation (due to the spread of the coronavirus pandemic), but thanks to the efforts of many people, we were able to recover quickly,” Noack summed up the recent months. With the encouraging trend from last year, he optimistically looked into the future and emphasized Audi’s vision going forward for 2021. To symbolize the spirit for 2021 Noack referred to a Chinese character which means ‘leap,’ as a beacon for Audi Japan.

Referring to the newly opened Audi House of Progress Tokyo, he demonstrated all the benefits to his clients in Japan. The modern-design featured premises in Aoyama will enable visiting clients “to experience and discover the history and philosophy of the Audi brand and the thoughts behind the design of Audi models in a completely new way.” The showroom makes full use of the latest expression methods and touchless interfaces and demonstrates the design philosophy with projection mapping on a 3D model of a car.

Each floor of this building offers unprecedented experiences using advanced technology. On the basement, you’ll see the largest gallery space in the store. Digital contents that allow you to experience the latest world view of the Audi brand and limited-time collaboration projects with brands that share a sense of value with Audi can be viewed here. Workshops and seminars are also held on this floor. In the exhibition space on the first floor, future concept cars that can only be seen here are on display.

And on the second floor, a lounge where you can spend a relaxing time and order drinks can be found. The open space is like an oasis in the city. It can also be used as a place for interaction between Audi owners. Special digital contents utilizing social network services are also available on this floor such as an attraction that introduces a “message to yourself in the future.”

During the grand opening, the plans of launching the new Audi Q4 Sportback e-tron concept was introduced, followed by the Audi e-tron GT. At Audi House of Progress Tokyo, you can also test drive high-performance cars such as the Audi e-tron Sportback, the first electric car in Audi history, and the latest RS model.

Audi Q4 Sportback e-tron
Audi Q4 Sportback e-tron. Photo: Courtesy of Audi Japan
Audi e-tron GT.
Audi e-tron GT. Photo: Courtesy of Audi Japan

For more information, please refer to the Audi House of Progress Tokyo website at

*The brand store will be open for a limited time from January 14 until the end of May.

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