The premiere party entitled "The Art of progress" for the new Audi A8 was held at the Cologne Exhibition Center. In order to make the Exhibition Center palatable to the automobile giant, Koelnmesse Ausstellungen GmbH temporarily changed the name of the South Entrance to the "South Cube" for a very good reason: In addition to the presentation of the new Audi model, Cubist art was the subject of the event. "Audi made it clear right from the very beginning that it did not want to present the new Audi A8 in an exhbition hall. This was a great incentive for us to impress Audi with our Exhibition Center through the use of creativity and a perfectly matched conception", said Sandra Orth, General Manager of Koelnmesse Ausstellungen GmbH.
This also included the idea of changing the rather functional name "South Entrance" to "South Cube".