Inside Audi's Shanghai Flagship Store: A 54m² LED Floor Display That Doubles as a Car Stage
XYGLED built a 54-square-meter, P3.91 indoor LED floor display for the Audi flagship store at Shanghai Auto Industry Building. The screen replaces a static showroom platform: every time a new vehicle is rolled in, it’s parked directly on top of the display, turning the car itself into the centerpiece of a full-floor visual stage.
This case study covers the brief, the product selected, and why a sheet metal LED floor display was the right fit for a luxury automotive showroom.
Project Snapshot
| Detail | Specification |
|---|---|
| Client | Audi flagship store |
| Location | Shanghai Auto Industry Building, Shanghai, China |
| Application | Indoor showroom car display platform |
| Product | XYGLED A-XM Series — Indoor Sheet Metal LED Floor Display |
| Screen area | 54 m² |
| Pixel pitch | P3.91 |
| Interactivity | Non-interactive (content-driven display) |
| Cabinet structure | Sheet metal, load-bearing |
| Primary use case | Vehicle display platform for new model launches |
The Challenge: A Showroom Floor That Works as Hard as the Cars On It
Audi’s flagship store sits inside Shanghai Auto Industry Building, a high-traffic destination for car buyers and industry visitors. A conventional showroom platform can hold a car, but it can’t tell a story around it.
The dealership needed a floor surface that could do two things at once. First, it had to support the physical weight and rolling load of full-size vehicles, day after day, without any loss of flatness or panel integrity. Second, it had to function as a visual stage — capable of displaying brand graphics, lighting effects, and product-launch content directly beneath the car.
A static floor could not deliver the second requirement. A fragile display could not survive the first. XYGLED’s brief was to solve for both.
XYGLED supplied a 54m² LED floor display built on the A-XM Series, an indoor sheet metal floor display line designed for exactly this kind of load-bearing, high-traffic retail application.
Why sheet metal cabinets
The A-XM Series uses a sheet metal cabinet structure rather than a standard indoor cabinet. This gives the floor the structural rigidity needed to carry vehicle weight without flexing, while keeping the panel seams tight enough to maintain a flat, seamless walking and driving surface.
Why P3.91 pixel pitch
At 54m², the display needed a pixel pitch fine enough for close-up viewing — showroom visitors walk directly around and past the screen — but efficient enough to run reliably at this scale. P3.91 strikes that balance for indoor retail and showroom environments, delivering clear brand visuals and video content without the cost overhead of an ultra-fine pitch that the viewing distance doesn’t require.
Why non-interactive
Unlike interactive LED floor screens used for entertainment or gaming, this installation is intentionally non-interactive. The screen’s job is not to respond to foot traffic — it is to serve as a controlled visual backdrop for the vehicle parked on top of it. Content is programmed and triggered by the dealership team, not by visitor movement.
How the Display Is Used
Every time Audi introduces a new model at this location, the vehicle is driven onto the LED floor and parked in place. The floor then becomes part of the presentation:
- Brand-specific lighting and color washes frame the vehicle from below and around it.
- Launch graphics and model information can run on the surrounding floor area while the car remains stationary.
- The display can be reprogrammed for each new vehicle rotation, so the showroom stage changes with every launch without any physical rebuild.
This turns a fixed showroom footprint into a flexible presentation space — the car changes, and the stage changes with it.
Why XYGLED for This Project
XYGLED manufactures LED floor displays on a dedicated automated production line built specifically for this product category, which supports the load-bearing and flatness tolerances that automotive showroom applications require. For a flagship retail environment like this one, the display had to meet luxury-brand visual standards while surviving daily vehicle loading — a combination that depends on cabinet engineering as much as on pixel pitch.
XYGLED designs and manufactures indoor and outdoor LED display solutions, including load-bearing LED floor screens for retail, automotive, and event applications. [Contact XYGLED] to discuss a custom LED floor display project.
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