Audi is in the midst of revolutionizing its presence as a luxury car manufacturer. It recently introduced a new plug-in hybrid performance model, the new Audi RS 5, and the brand’s debut season with a Formula 1 team is in full swing. Meanwhile, Audi is bringing its brand presence to this year’s Milan Design Week with a unique installation called “Origin.” It’s set in the courtyard of the former Archiepiscopal Seminary, today the Portrait Hotel on Corso Venezia in Milan, and it’s an otherworldly-looking sculptural object that strikes an intriguing dissonance against its historical surroundings.
It’s designed in collaboration with Zaha Hadid Architects, the firm founded by the eponymous, legendary, late Zaha Hadid, and with a matte metallic surface, it absorbs the light and colors of the space that surrounds it throughout the day, making it a dynamic and futuristic presence among a classical environment. Described as a “living spatial experience,” “Origin” invites visitors to “reflect and connect” according to Audi, blending Audi’s product of high-tech luxury vehicles with art and culture as part of the experience.
Alongside the installation is Audi’s latest high-tech performance hero, the new plug-in hybrid RS 5, which showcases electrified performance in a luxurious and spirited package, along with the Audi R26, the Formula 1 car that is championing the Audi Revolut F1 Team’s inaugural season in the ultra-prestigious series. After 13 consecutive years of presence in Milan Design Week, consistently going beyond the automotive industry with its contributions, “Origin” is yet another showcase of art and culture from Audi for the 2026 event.
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Image Source: Audi