The quattro Festkogl Alm, located in the Obergurgl-Hochgurgl skiing region, opened in December 2013 as a partnership between AUDI AG and Obergurgl-Hochgurgl Ski Lift Company (Liftgesellschaft Obergurgl-Hochgurgl). The project focused on quattro, Audi's all-wheel-drive technology, and integrated the technology into a lasting “quattro experience” for all visitors to the Alm.
The Obergurgl-Hochgurgl skiing area is known as the ‘diamond of the Alps’, with an international reputation based on its extreme altitude and guaranteed snow. Audi established the quattro Festkogl Alm at the most central point of the skiing area, working with Munich-based creative agency Designliga to create a location that transforms the legendary quattro drive system into a memorable visitor experience.

The challenge

Part of the Festkogl Alm, located at an altitude of 2650 m at the heart of the skiing area, was renovated shortly before the start of peak season. The complexity of the plans was further exacerbated by severe weather conditions and extreme logistical challenges during the Alm hut's continued operation.

Idea and realization

The realization of this architectural metamorphosis begins with a visual impetus arising from the geometrical form of the Audi rings on the parapet and extending throughout the terrace to reach its culmination on the facade. This is clad in faceted matte-finish anodized aluminium, gradually shaded by the design's featured shade of red from the parapet to the facade wall. The glowing colour creates an eye-catching splash against the snow, clearly visible from long distances.
This core visual impetus is continued throughout the interior of the hut. The section of the dining area located behind the aluminium facade features faceted interior walls, forming the maximum contrast to the existing interior design of the hut and establishing a dialogue between the smaller-scale, traditional sectioned wooden elements and the large-scale geometric aluminium surfaces. Interior lighting is provided by high-output LEDs which shed a warm light.
The materials used in the hut form a connection between warm Alpine hospitality and high-tech automotive design – the latter particularly reflected in materials that are originally used for lightweight automotive applications. The contrast between old and new that begins at the entrance to the hut builds throughout the interior, with its media-enhanced elements, before subsiding again at the entrance to the second dining area. By making this distinction between transformed and non-transformed exterior and interior areas, the design places equal emphasis on the old and new features of the building.

Digital positioning / showcasing / decor of the hut

In their ‘non-activated’ state, the tables appear to feature red-and-white checked tablecloths as centrepieces. When the tablecloth is ‘activated’ the checked pattern dissolves to show a mountain landscape through which an Audi with quattro technology is seen making confident progress. Guests seated at these ‘media tables’ can also view further quattro clips and access concrete information on the skiing area, including an interactive plan of the pistes and up-to-date weather information with forecasts for the next few days.
The decor of the heating stove is inspired by aspects of traditional mountain hut interiors, but combines them with elements drawn from the history of the quattro. Instead of a traditional stag's head, the stove features a 3D sintered model of a gecko – symbol of the quattro technology. Framed advertisements from the brand's history displaying Alpine references replace the family photographs and Alpine-landscape oil paintings that might be expected in conventional environments.

Summary

The quattro Festkogl Alm represents a dialogue between the Alpine environment and the world of high-tech, revealing Alpine images and themes in a new light and presenting design that combines traditional elements with avant-garde, and craftsmanship with high-tech production methods.