| Audi At "Design Miami/ 2006":The "Big Bang" Of Dynamism
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.
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