Audi recently presented a striking collaborative installation with Zaha Hadid Architects at Milan Design Week. Titled Origin, the installation showcases as an architectural gesture representing a conceptual portal into Audi’s future. The conceptual foundation of Origin rests on three values central to Audi’s brand identity, comprising, clarity, emotion and intelligence. These principles find expression in a sculptural pavilion positioned at the heart of the installation space, whose surfaces are finished in sleek, matte titanium. Know more about it on SURFACES REPORTER (SR).
Rather than presenting a static object, the pavilion engages dynamically with its environment with its reflective surfaces respond to shifting natural light throughout the day, with moving shadows and changing reflections continuously altering its visual character and atmosphere. The choice of venue also adds another layer of meaning to the project. Origin had been installed within the courtyard of Milan’s former Archiepiscopal Seminary, a historically significant space that now operates as the Portrait Hotel.
The juxtaposition of the pavilion’s contemporary, precision engineered titanium surfaces against the ornate Renaissance architecture of the courtyard creates a deliberate and considered contrast. Audi conceived Origin as a response to the issue of sensory overload, a condition particularly acute during the frenetic pace of Milan Design Week. The space had been designed to offer visitors a rare moment of stillness, encouraging them to pause, reflect and reconnect with themselves amid the surrounding noise of the event.
The unveiling of Origin also coincided with two significant milestones for the brand. It marked Audi’s inaugural entry into Formula 1 competition with the Audi R26, a landmark moment in the manufacturer’s motorsport history. Simultaneously, the installation also celebrated the launch of the new Audi RS 5, a performance car that the brand positions as an embodiment of understated sportiness combined with emotional dynamism.
Image credit: Antonis Hadjimichael