Audi/ The Force Within
Since 2006 Audi has commissioned installations by international designers and architects including Moritz Waldemeyer, Mirko Borsche, Bjarke Ingels, Reed Kram, Clemens Weisshaar and Konstantin Grcic, thus underlining the brand’s commitment to fostering design culture.
Each of Audi’s installations at the Design Miami/ fairs has highlighted key elements of Audi’s technological advancements and married automotive design with the most current developments in product, graphic, digital and set design, urban planning and architecture.
Audi, the leading brand in automotive design, is launching into a new era of design. This December at Design Miami/ 2014, Audi presents the first show car that bears the signature of the new Head of Design Marc Lichte. The core competencies of the brand – sportiness, lightweight design and quattro drive – all have a high level of importance. In a new and highly emotional design idiom the vehicle design is becoming an even stronger expression of progressive technology.
A concept car derived from the dynamism of balance, shaped by the power of proportion. Heritage and future merge into an automotive sculpture — a driving force unfolds from the centre. Audi´s legendary quattro four-wheel-drive technology has become synonymous with perfectly balanced drive and superior handling on every terrain.
At Design Miami/ the concept is translated into a monolithic installation – inspired by the idea of traditional Zen gardening. A concentric force unfolds from the centre and carves its way into an abstract landscape.