German Car Zone

Ferguson gets branded Audi lounge at Old Trafford

LONDON - Jam Design has created a new entertainment lounge for Sir Alex Ferguson at Manchester United's Old Trafford ground.

Audi, the official car supplier for the club, is sponsoring the lounge, and the redesign aims to bring Audi's famous German motto "Vorsprung durch Technik", meaning "progress through technology", to life.

The area, which had not been used for more than 40 years, will be used as a private lounge by Ferguson for pre- and post-match entertaining.

The "spider" TV campaign for the Audi RS4, created by advertising agency Bartle Bogle Hegarty, influenced the look of the room, with design elements of the car and the brand used as design features.

The four Audi rings have been used as art, the car's valves as doorknobs, and a wine rack has been created from Audi head gaskets.

Two leather RS4 tailor-made seats, as well as 12 chrome coat hooks developed from the RS4's shark fin car aerials, also feature.

Jam worked with artists, designers and partners including Bose, Nike and Hitachi to create an ambient lighting system, a sound system and to integrate a large TV screen in the room. Nike football boot studs also support the glass of the mini bar.

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