New Emphasis for Audi Design Lifestyle Articles

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April 16, 2004

Source: quattro GmbH

One concept – three lines

quattro GmbH is shifting the emphasis of its activities in the field of Audi Design Lifestyle Articles. The objective is to assert the brand values sophisticated, sporty and progressive. Typical design criteria will further raise the brand profile.

Audi design: the basis for discerning tastes

The brand “Audi design” stands for sophisticated, unique products created at the Concept Design Studio Munich under the guidance of Walter de’Silva, Head of Design for the Audi brand group. Articles of exceptional worth are fashioned from choice materials by means of exceptional craftsmanship. Attention to detail is visible and palpable in the handmade character of each individually crafted specimen and in the trendsetting finishes. Audi design products incorporate technically refined details as their defining element.

Take for instance the Audi design square chronograph, the outcome of a partnership with Sinn Spezialuhren GmbH. Its clear square basic shape becomes unmistakable – and typical of Audi – as a result of taut dynamic surfaces. The patented adjusting mechanism in the watch casing, which is used to adjust the wrist strap, is a further special feature.

As special high-tech products, Audi bikes merit presentation in a separate catalogue. The futuristically shaped frame, designed internally by Audi, is combined with exclusive-grade components, resulting in exceptional cycles.

Audi tradition: the evolution of character

The synergy of form and function only truly comes to life if it also reflects attention to detail. This Audi creed applies not just to vehicle manufacturing, but also to Audi’s invigorating understanding of tradition. Choice exclusive lifestyle articles that make a thematic reference to Audi’s rich history (Horch, Auto Union, DKW, Wanderer, NSU and Audi) are meticulously crafted and establish a connection between the past and the present.

The cases for business cards, cigars or travel jewellery that are made from pit-tanned, plant-dyed leather are an example of how this principle is systematically practised. Instead of using cheap synthetic tanning, the leather is treated with plant dyes in up to twelve pits – using extracts from bark, wood, leaves and berries. The result is an extremely supple but hard-wearing leather with true character.

Audi collection: style for every day

This term is used to denote Audi design products sporting the four-ring badge and emphasising the sporty brand essence. They infuse everyday life with Audi-typical emotional appeal. Watches, sunglasses, leather goods, luggage, clothes, lifestyle articles and toys for Audi enthusiasts big and small make every day that little bit more special.

The separate model car catalogue within Audi collection includes historic, racing and production vehicles on all scales and in a wide range colours. Their authentic appeal is vividly evoked – whether as desktop ornaments or in the showcase of the out-and-out collector.

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