Very little is missing from the now awaited appointment of the Milanese Design Week. Starting from 5 September, the Lombard capital will in fact be transformed into a real crossroads of influences and suggestions linked to the world of design. An event dear to Audi which, again this year, will be present with Audi City Lab, the laboratory of ideas that will animate the city from 5 to 27 September hosting activities, projects and progress stories that anticipate the trends of the future.
Among these, the Audi talk Inspired by progress in program the September 6, on the occasion of which ideas and interpretations will take shape that anticipate the future, generating unprecedented connections thanks to the interventions, among others, of the journalist Mario Calabresi, by Marc Lichte, Head of Design of AUDI AG, Henrik Wenders, Senior Vice President of AUDI AG and Marcel Wanders and Gabriele Key, creative directors of Marcel Wanders studio, a design studio based in Amsterdam that develops wide-ranging interior and product projects.
The Audi hub, located in the heart of the Quadrilatero della Moda, will be based in the location of Spiga 26, the urban regeneration project by Hines, a global player active in real estate, aimed at recovering the historic Palazzo Pertusati from the end of the 18th century to transform it into a unique space in the name of contamination between fashion, business, design, culture and food. Distinguished by a focus on sustainability, Spiga 26 is in fact proposed as new “District of creativity” metropolitan, intended as a place of exchange between innovation, culture, inspiration and influence.
Today, as part of the exhibition-event INTERNI Creative Connections, and the result of collaboration with the creative directors of the project Marcel Wanders e Gabriele Key, the space offers the visitor an immersive experience based on light as a form of connection and story of innovation. The installation, which takes the name of Enlightening the Future, it uses light as a form of visible energy, but also as a source of communication and connection. The inspiration comes precisely from the various expressive and design forms with which Audi develops the theme of lighting and translates it into its cars.
Through different light scenarios, the visitor is guided on an experiential path that begins with a ‘sensorial’ tunnel and continues with the space dedicated to Audi A6 e-tron concept and Audi RS e-tron GT, where light “explodes” and takes on the architectural function of an immaterial wall. The itinerary ends with a lounge with a softer and more muffled atmosphere. From the façade to the interiors, from the coverings to the furnishings, the raw space is temporarily transformed by the intervention of Marcel Wanders studio, to tell the new frontiers of Audi research in an emotional way.
The cars become objects of art, protected by a curtain of light like a modern display case, and come to life thanks to dynamic and suggestive lighting, as if to create a new dimension of space. Light, technology and innovation these are the keywords of the installation conceived by the Dutch studio, and match the excellence of Audi in the field of lighting research.
Audi’s presence in the Spiga 26 location does not end here because, after the Design Week, it will continue throughout the month of September, also on the occasion of the further Milanese appointments scheduled in the calendar and which will take place during MiArt / Art Week and Fashion Week. Inside the hub, visitors and enthusiasts will be welcomed in the lounge designed by Poliform, an Italian company that creates systems and accessories capable of integrating with architecture, linked by a unique and recognizable aesthetic, thanks to a style that speaks a language international and contemporary and by Moooi, a Dutch company specialized in lighting and furnishings founded in 2001 by Marcel Wanders characterized by an innovative and unexpected design.
Throughout the period, the compact native electric Audi Q4 e-tron and Audi Q4 Sportback e-tron will be exhibited along via Montenapoleone, thanks to the partnership with Montenapoleone District which for years has linked the House of the four rings to the Quadrilatero della Moda.
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