Under you, the design of the Audi models has changed completely - not only at the front around the radiator. Why?

Walter de'Silva: Certainly the starting point of all the ideas was the notion of the one-piece single-frame grille. Vertical slats in the single-frame grille bear the pronounced three-dimensional brand emblem. Concave surfaces around the elongated wheel arches lend the front additional width. But there's more to it than that. Today, we put greater emphasis than ever on the role of Audi as a brand.

Whether we are talking about an A3, the Audi Q7 or the new R8 - they all use a coherent design vocabulary and are immediately recognizable as Audi models by their proportions. The front, rear, sides and the entire architecture radiate a sense of complete unity. The magic of all Audi models emanates from the industrial design and from the statement they all make through this design. Each vehicle stands for itself, but also for Audi. We have become more sculptural, have more sex appeal, and that is precisely in keeping with today's attitude towards life.


Why has Audi recently been attending design exhibitions?

Walter de'Silva: As early as this year's "Design Annual" in Frankfurt, we pulled off a paradigm shift. As the first and only automotive brand attending as exhibitors, we attracted a great deal of attention with our unusual exhibition concept, which saw the exhibition stand acting as an oversized loft for the new Audi TT Coupé. We are continuing this success at one of the most eminent forums for design, namely "Design Miami/ 2006 ". Audi will become the first ever automotive manufacturer to be represented as an exhibitor in Miami.


Why is Audi getting involved in "Design Miami/ 2006 "?

Walter de'Silva: Unlike most companies that attend solely as sponsors of such events, Audi has significantly higher demands. We ourselves emphasize the creative aspect and attract attention to Audi's design language by using an unconventional exhibit that deviates greatly from the usual product presentation. The centerpiece of this design object, namely "Ignition R8", is the new Audi R8 super-coupe. It blends in with the design and art scene due to its sculptured design, which conveys the ultimate sporty appeal of the model in a way to please even the most artistically discerning eye.


How would you describe the "Ignition R8" installation?

Walter de'Silva: The approximately ten-meter-high installation is embedded into the beams of the ancient warehouse known as the Moore Building. The installation symbolizes the moment of ignition and, as such, the dynamic appeal of the R8 that has just been presented at the Paris Motor Show. Teardrop-shaped arrows shoot through the room towards the silver roadster and form a powerfully emotive sculpture around it. The R8 is the centerpiece and, as such, the dynamic cell of this installation.


What does the future hold?

Walter de'Silva: We will be looking to further develop this concept of attending international design exhibitions. It is certain that the in-crowd will also get to experience us in future as a contemporary exhibitor of fresh ideas for design at similar such events. True to our brand slogan "Vorsprung durch Technik", we will be constantly aiming to attract attention as a brand with unusual measures and to create trends before they become trends.

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