Audi unveils Zaha Hadid Architects pavilion at Milan design week

by Dezeen Staff

Car brand Audi has unveiled an installation created with Zaha Hadid Architects at Milan design week, as captured in this video produced by Dezeen.

According to the brand, the installation acts as “an architectural gesture that conceptually represents the portal to Audi’s brand future”.

Named Origin, the installation takes the values of clarity, emotion and intelligence as its inspiration. At the centre of the installation space sits a sculptural pavilion.

The installation is on show during Milan design week

The pavilion’s surface reflects the surrounding light, with moving shadows and reflections altering the overall visual effect throughout the day.

The installation is located in the courtyard of Milan’s former Archiepiscopal Seminary, which now operates as the Portrait Hotel.

Sleek lines and matt titanium surfaces were used to create a contrast with the historic Renaissance architecture of the courtyard space.

According to Audi, the installation was designed to draw attention to the issue of sensory overload.

Origin was intended to create a space where visitors can experience a moment to pause and reconnect amongst the design week.

The installation also coincides with and celebrates Audi’s first entry into Formula 1 with the Audi R26, as well the launch of Audi’s RS 5.

According to the brand, the RS 5 represents Audi´s commitment to understated sportiness and emotional dynamic.

The RS 5 was designed to deliver motorsport performance for users, with a “muscular stance”.

The car’s appearance is defined by a honey-comb grille, airflow panels, and the brand’s Matrix LED headlights, notable for their checkered-flag design.

*Photography by Antonis Hadjimichael

This article is originally available at www.dezeen.com.