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In 2002, the Audi Uncovered Design Initiative (A.U.D.I.) was launched in tandem with The Forum in Piccadilly, London – Audi’s new retail concept store. The A.U.D.I was a collection of design and art pieces inspired by and created from Audi’s pioneering technology, materials and manufacturing components. The pieces were created as physical manifestations of the brand in line with the values and vision. They were created to enable customers and staff alike to experience the Audi spirit of design. Following the success of the A.U.D.I. JAM worked in support of The Chelsea Football Ground – JAM created the Audi Bar, a unique Audi experience designed exclusively for the Chelsea football players.