The launch of the new augmented reality (AR) consumer experience

29th May | 2018

The new AR technology will allow Irish customers to be the first in the world to immerse themselves in the latest technology features of the new Audi A7, and is set to represent a global first in the automotive retail industry. Audi Ireland has partnered with leading Irish experiential technology agency, vStream to launch Audi’s first global pilot programme in Ireland.


The world first AR experience is now available in here in Audi North Dublin.

Using Microsoft HoloLens, the world’s first self-contained, holographic computer, enables customers to interact with bespoke built, holographic digital content that augments the latest Audi models. Utilising state-of-the-art technology, Audi is using innovative and engaging technology to provide a better customer experience.


Taking a step beyond virtual reality software, a mixed reality platform was chosen to provide the optimal immersive experience for Audi customers. Instead of peering into a virtual world through a VR headset, customers will now be able to experience the technology’s augmented reality projected on to their real-world surroundings within the Audi showroom. The experience which takes approximately 10 minutes is broken into three modules; Exterior Design, Interior and Technology. As part of the experience, Simone, a holographic character, acts as a guide to the bespoke holographic graphics, 3D sound and video files to tell the Audi technology story. 

We are extremely excited to be one of the first Audi dealerships in Ireland showcasing the technology. If you are interested in experiencing the AR technology on the all new Audi A7:



Register your interest here