Audi at the “Design Miami/2006” exhibition in Florida
Audi is presenting the brand new R8 at a unique international design scene venue with a spectacular exhibit. The “Ignition R8” installation, based on the mid-engine sports car, is one of the highlights of “Design Miami/2006”, which will take place in Miami, Florida from 7 to 10 December.
“Our new sports car will become part of the design and art scene by way of an object that expresses the ultimate sportiness of the R8 in a sophisticated, artistic way”, says Walter de’Silva, Head of Design for the Audi brand group.
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-metre-high sculpture. Teardrop-shaped arrows aimed at the silver sports car shoot across the room, expressing the impulsiveness and speed and conveying some of the potency of the R8.
Audi will be the first automotive manufacturer to be an exhibitor in Miami. Unlike most companies that function solely as financial partners at events of this kind, the brand with the four rings is itself providing creative input.
“We are appearing at Design Miami/2006 with an extraordinary exhibit within a vast installation, not only as a sponsor but also as an element of the international design scene”, says Bernhard Neumann, Head of International Exhibitions at AUDI AG, emphasising the significance of this event.