Audi premiere at Milan Design Week

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April 07, 2010

Source: Audi Communications Lifestyle

· First ever Audi display at Milan Design Week

· Another surprising trade show display by the brand with the four rings

· Moritz Waldemeyer creates the Lucid Flux light installation

Ingolstadt, – Extraordinary trade fair displays are ‘par for the course’ at Audi, and have been for years. This was true at Design Miami in Basel and Miami, and it will also be true at the Milan Furniture Fair, also commonly known as the Milan Design Week, were Audi will have a display for the first time ever. The highlight will be Lucid Flux, a light installation by innovative designer Moritz Waldemeyer to showcase two new Audi models, the sub-compact A1 and the A8 luxury sedan.

Audi has been supporting the Design Miami Art Fair since 2006, and even celebrated the world premiere of the new A8 during this event last December. Now the company is staying this course with a novel concept at Milan Design Week in collaboration with Moritz Waldemeyer. Like Audi, this artist is noted for combining cutting-edge technology with creative design in his works.

The Lucid Flux light installation is structured around two show cars and echoes their streamlined harmony while diffusing into a turbulent flow in the space between them. The overall effect emphasizes the strong link between the smallest and the largest member of the Audi family. And it underscores the commitment of Audi to provide the best individual mobility solution throughout all stages of the customer’s life.

Lucid Flux is composed of continuous lines of LED lamps mounted within transparent polycarbonate strips. The 2,000 LED lights create visual effects resembling jets of smoke flowing around a vehicle in a wind tunnel. Where the strips are unaligned, the cascades of light form abstract patterns. Where they are aligned, on the roof for example, the flow of light is controlled to form an interactive text display relating stories of previous visitors. The installation thus also reflects the subject of ‘lifetime companionship’ between car and driver.

The structure and materials of the LED display are perfectly attuned to the Audi philosophy, which looks towards aerodynamics and efficiency. LED technology plays a vital role in shaping the Audi brand image – and Waldemeyer is also convinced: “I am very impressed by the use of efficient LED headlights. Audi uses this innovative lighting technology to give its new models a distinctive look on the road.”

Widely recognized as one of the most innovative designers of his generation, Waldemeyer’s work spans the industries of fashion, design, photography, architecture and music. It includes collaborations and commissions from the likes of Hussein Chalayan, Philippe Starck, Zaha Hadid, U2, Rihanna and OK Go.

The installation will be displayed in the headquarters of Ermenegildo Zegna, in Milan’s creative hub, the Tortona district, as part of the Milan Design Week.

The show will run from April 14 to April 19, 2010.


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