Audi brings national premiere of RS5 and R26 single-seater to Milan Design Week

Protagonist for the thirteenth consecutive year at Milan Design Week, which runs until 26 April, is the Audi brand, which strengthens its role as a cultural protagonist and interpreter of contemporary change.

With the 'Origin' installation, created in collaboration with Zaha Hadid Architects, the brand proposes a space of calm and reflection within a hectic and highly stimulating urban context. Moreover, 'Origin' interprets the principles of Audi's new design philosophy (clarity, technicality, intelligence and emotion) in an immersive architectural experience designed to invite visitors to reflect, slow down and reconnect with what really matters.

Placed in the courtyard of the former Archiepiscopal Seminary, now Portrait Milano in Corso Venezia, the installation fits into a historical context of great value and distils the essence of progress, leaving only what is necessary and eliminating the superfluous to reveal a pure intention.

The sculptural structure continues to evolve over the course of the day, with moving reflections and shadows reshaping the space; the surfaces reveal new details as visitors move around, and the architecture itself becomes a quiet counterpoint to the sensory intensity of the city.

With an opaque metal skin, reminiscent of technical materials such as titanium, the installation discreetly absorbs and reflects the courtyard's colour tones, resulting in a dialogue between contemporary design and Milan's layered heritage.