With the grand opening of the Audi House of Progress in Singapore, the German marque redefines the showroom experience into an immersive lifestyle destination merging performance, luxury, and innovation
Imagine a modern automotive showroom: sleek, almost clinical, and designed solely for transactions. For decades, these spaces have followed a tried and tested formula–after all, why change what works?
Audi, however, has embraced a far more ambitious approach. Enter the Audi House of Progress Singapore–a visionary concept that shatters convention by placing brand experience at its heart. Strategically located at the crossroads of Singapore’s Central Business District and historic Chinatown at Cross Street Exchange, the House of Progress stands as an experiential hub that embodies the marque’s innovative spirit.
Built around four core pillars–Performance, Lifestyle, Sports, and Dining–the House of Progress seamlessly melds motorsport heritage, curated events, interactive experiences, and gourmet indulgences. The Audi Performance Suite, for example, invites visitors to immerse themselves in the brand’s motorsport DNA, with a rotating display of legacy cars and state-of-the-art racing simulators. As dusk descends, the area transforms into an elegant speakeasy bar, a surprising yet welcome extension of Audi’s evolving identity.
For those desiring a more tactile experience, the quattro Golf Lounge offers a cutting-edge setup with Trackman iO simulators and TaylorMade equipment, catering to the burgeoning interest in the sport within Singapore.
Driving sustainability and innovation
Audi’s commitment to sustainability is equally evident. As the brand shifts towards electrification – promising to offer only fully electric vehicles globally from 2026 onwards – the House of Progress serves as a beacon of this initiative. Visitors can currently explore the latest electric models, including the Q4 e-tron, Q8 e-tron, and RS e-tron GT, with the A6 Sportback e-tron and an upgraded RS e-tron GT variant arriving later this year.
Yet Audi recognises that sustainability extends beyond electrification. “Under our Mission:Zero environmental programme, we are actively reducing our ecological footprint through decarbonisation, water conservation, and increased use of recycled materials,” explains a spokesperson from the brand. Notably, both the Q4 e-tron and Q6 e-tron are manufactured in carbon-neutral plants and incorporate sustainable materials such as PET bottles and reclaimed textiles.
Earlier this January, Audi Singapore transitioned to a direct-to-consumer retail model. The House of Progress will play a pivotal role in enhancing this strategy, offering an omni-channel retail experience that marries online convenience with personalised in-person interactions.
Beyond retail, the House of Progress will also host an ongoing programme of curated events, product launches, and bespoke experiences, reinforcing its status as a cultural and experiential landmark for the brand’s evolution in Singapore.
This story first appeared in the April 2025 issue. Purchase it as a print or digital copy, or consider subscribing to us here
