Auto Channel

Audi will be participating in Design Miami/ 2006 - the global forum for collecting, exhibiting, discussing and creating design, as its exclusive automotive sponsor. As such Audi will present the “R8 Ignition” installation, showingcasing Audi’s new R8 sports car.

From 7th to 10th December the most influential designers, gallery owners, dealers and collectors will meet in the Miami Design District assess the latest trends in the world of design. Miami has long been one of the world’s leading trendsetting metropolises and Design Miami/ 2006 has become one of the groundbreaking gatherings of top designers.

Audi has long been recognized as a trendsetter in automotive design. The R8, the brand’s first mid-engined model, is a prime example, illustrating the sports car design of the next generation with its fascinating contrast between calm and flowing surfaces and elegance and technology.

Audi goes one step further at “Design Miami/ 2006” with the “R8 Ignition” installation. “Our new sports car will become part of the design and art scene by way of an installation that expresses the ultimate sportiness of the model in a sophisticated, artistic way”, says Walter de’Silva, Head of Design for the Audi brand group.

“Being progressive means innovation competence both in terms of technology and in pioneering design. Audi utilizes these competences to great effect and communicates them effectively, even among design and art connoisseurs”, comments Ralph Weyler, Board Member for Marketing and Sales at AUDI AG.

The moment when power is created

Located in the atrium of the Moore Building, Audi will showcase its progressive approach in Miami: with the “R8 Ignition” installation, incorporated in the timber-frame construction of the historical warehouse, the new Audi R8 metamorphoses from a perfectly formed design object to an artistic unicum.

The ignition, the “big bang” of dynamism, the moment when power is created and transformed into motion – this is the theme of the approximately ten-meter-high installation. It symbolizes the dynamism of the R8, recently presented at the Paris Motor Show: teardrop-shaped arrows aimed at the silver sports car shoot across the room, expressing motion and speed and convey some of the potency of the sports car.

The R8 is the focal point and dynamic cell of this special, 64-square-metre installation. Thanks to its size – and most importantly the height of the exhibition hall – there are new perspectives and angles for the visitor from every vantage point. An unusual perspective is provided by the view of the R8 from the third floor. The heart of the sports car is then visible through the glass bonnet, a high-speed eight-cylinder engine with an output of 420 hp.

“We have created an unmistakable structure around the new super sports car from Audi, which will ensure that all visitors are captivated by the R8”, says Bernhard Neumann, Head of International Exhibitions at AUDI AG, impressed by the sculpture which was conceived in conjunction with Mutabor brand experience design and the Schmidhuber & Partner firm of architects. Berlin video-jockeys BAUHOUSE developed a special sound collage for the sound elements of the exhibit.

Ambra Medda, Director and Co-Founder, said: “Design Miami/ 2006 is proud to have Audi come on board as its exclusive automotive sponsor. Audi, as a company, has always been dedicated to the exploration and use of good design, which is in keeping with the principles and spirit of Design Miami/. We are thrilled to be working with Audi and to have ‘R8 Ignition’ in Design Miami/ 2006.”

Miami – the trendsetting metropolis

In recent years Miami has become one of the magnets for the international arts scene and design culture. An entire city district in the north of downtown, only ten minutes away from South Beach, is now known as the Design District. And rightly so, for in just a decade or so the previously gloomy area has blossomed into a colorful trendsetter in the world of design. Today over 100 galleries and showrooms attract artists and designers, and of course customers interested in art and design, from all over the world.

Since 2002, the arts scene in Florida’s trendsetting metropolis has been enhanced by “Art Basel Miami Beach”. Initially a spin-off from the renowned Swiss art fair, the “ABMB” has emerged to be on a par with the original in Basel in terms of significance and appeal: in early December more than 200 galleries will present 1500 artists at numerous exhibitions and parties.

Meanwhile the creators and enthusiasts of innovative design have also discovered Miami as a leading centre for fairs and exhibitions: the sister event to the “ABMB”, entitled simply “Design Miami/ 2006”, will be held from 7th to 10th December. This shows that the international scene regards Miami as one of the most important forums for fresh ideas from the realms of interior design, lifestyle, furnishings and product design. In terms of artistic relevance the unconventional exhibition offshoot has overtaken the original fair, “Art Basel Miami Beach” in only its second year.

Audi as part of the design scene

Audi will be the first automotive manufacturer to be an exhibitor in Miami, where the “R8 Ignition” installation will be presented, with the new Audi R8 sports car as its core theme. “We are appearing at Design Miami/ 2006 with an extraordinary exhibit within this incredible context as an element of the international design scene”, says Bernhard Neumann, Head of International Exhibitions at AUDI AG, explaining the significance of this event.

Unlike most companies that function solely as financial partners at events of this kind, the brand with the four rings is itself providing creative input. At this year’s “Design Annual” in Frankfurt, Audi was the only automotive brand present as an exhibitor. Here too, Audi caused a sensation with its unusual concept: The exhibition stand formed a giant loft for the new Audi TT Coupé. “The TT in particular, as a design icon and technological highlight, belongs as much in a design show as it does in a motor show”, says Bernhard Neumann.

This progressive idea will be continued by the Ingolstadt car company at “Design Miami/ 2006” in a highly impressive way: “The brief was: an exceptional car at an exceptional event. The solution was an equally exceptional installation that unites automobile and event through its form”. This was the ambitious project goal as defined by Neumann.

About Design Miami

Design Miami/ is a global forum for collecting, exhibiting, discussing and creating design. With week-long annual shows presented in conjunction with the Art Basel fairs in Miami, Florida and Basel, Switzerland, Design Miami/ brings together the world's most influential dealers, designers, collectors, curators and critics to celebrate and explore the ever-shifting boundaries of design.