HERDON, Va., Dec. 2 /PRNewswire/ -- For the third year, Audi continues to
be the Exclusive Automotive Sponsor of Design Miami/, the pre-eminent fair for
limited-edition design. Audi joined the fair in 2006, just one year after its
inception. In addition, as of 2008, Audi is now the Exclusive Automotive
Sponsor of Art Basel Miami Beach, thus partnering up with the world's most
important fairs for both contemporary art and design. Both engagements
underscore Audi's position as a cutting-edge design brand within the luxury
car sector. This is especially valid for the partnership between Audi and
Design Miami/, where Audi not only fulfills a traditional sponsorship role,
but also provides content and actively participates as an exhibitor.
(Photo: http://www.newscom.com/cgi-bin/prnh/20081202/CLTU093-a
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"Design is one of the pillars of the Audi brand," said Johan de Nysschen,
executive vice president, Audi of America. "Revolutionary designs like that of
the Audi TT, or our latest super sports car, the Audi R8, have become iconic
and are a testament to this tradition. This is why joining Design Miami/ as a
partner was a natural fit. We are very proud to help foster design culture in
that sense. In addition, our presence at Design Miami/, and now at Art Basel
Miami Beach, allows us to reach out to a very affluent, design-savvy and
international target audience."
In the previous years, Audi's exhibits have ranged from an installation
piece around the iconic R8 to a Design Laboratory showcasing designers'
sketches and work on clay models where visitors could understand the complex
interaction of the design and engineering process in today's automotive world.
Audi's 2008 presence, the 'Audi Coastline Marina,' is inspired by Design
Miami/'s theme, 'Beyond Organic - Design in the State of Nature,' which is
reflected in an exuberant curatorial program as well as site-specific
installations by luminaries of the design world.
"Audi has had, and continues to have, an integral role in Design Miami/,"
said Ambra Medda, Director of Design Miami/. "The mission of Design Miami/ is
not only to exhibit and discuss important design like that exemplified by
Audi, but also to create it. The 'Audi Coastline Marina' is one such project
that makes Audi more than a sponsor - they are an active participant."
The 'Audi Coastline Marina' brings the aesthetics of a classic yacht and
the ambience of the coast to the design boards of Design Miami/2008. This one-
piece, supersize lounge furniture forms a natural environment for the Audi Q7
Coastline, taking its beauty from inside and bringing it to the outside. This
concept car, with its wood and aluminum interior elements invokes the
construction of deluxe hand-crafted boats and showcases Audi's capability to
create limited-edition and customized design. With its special white paint,
the vehicle in the middle of the large lounge deck resembles an opened sail.
Reflecting the influence of nature and the natural beauty of engineering-
driven design work, the exhibit blends in with the overall theme of Design
Miami/ 2008.
"The theme at this year's Design Miami/ is one that is very important to
me," said Stefan Sielaff, Head of Audi Design. "Nature is at the very essence
of each design, be it creative or industrial. Our work meets nature and
natural beauty in many respects, from the aesthetics of our lines and body
shapes to the leather we use in our interior. And, of course, responsibility
for our natural environment by increasing aerodynamics to reduce fuel
consumption is a guiding principle for the design work."
In addition to the 'Audi Coastline Marina' exhibit, Audi will also host a
private design talk, 'Design & Nature - from Inspiration to Engineering' with
Jae S. Min, Audi chief designer at the Audi Design Center in California, and
Design Miami's 2008 Designer of the Year Award winners Fernando and Humberto
Campana. The talk will explore the interaction between nature, design and the
engineering process and will be moderated by Marcus Fairs, editor-in-chief of
dezeen.com.
Together with the Design facilities in Ingolstadt and Munich, the Santa
Monica-based Design Center California (DCC) is one of Audi's think tanks
dedicated to developing design concepts for the future. The DCC not only
helped create the Audi Cross Cabriolet quattro, but also visionary concepts of
future mobility. For last year's Design Challenge at the L.A. Auto Show, the
DCC presented the 'Audi Virtuea quattro,' a hydrogen-powered, single-seat,
autonomous driving machine that functions as a singular unit at its core,
while providing a myriad of possible holographic exteriors. Capable of
wirelessly and automatically communicating with the outside environment, this
vehicle intelligently responds to the road much like a school of fish
interacting in the ocean, virtually eliminating traffic congestion and
minimizing accidents. When parked, Virtuea morphs into objects that optimize
the environment and activates a chemical process that alters excess C02 into
oxygen, effectively turning a parking lot into a park. The DCC has also
expanded into the world of furniture design with the creation of the
'Daedalus' light installation. Teaming up with Ivalo Lighting & Lutron
Electronics, they created this spiraling chandelier to reflect on the mood
that lighting creates both in a residential space and for a car's interior and
exterior. The result is a piece which is both whimsical and majestic. The
'Daedalus' lamp will be exhibited at the Design Miami/ headquarters during the
show and a limited-edition version will be available for sale. A portion of
the profits will go towards 're:design Simpson Park,' Audi's green community
project with the city of Miami.
"The DCC's work is future-driven," said Jae S. Min, Audi chief designer of
the DCC. "We are trying to understand the latest trends and incorporate them
into our work. The 'Audi Virtuea quattro' is, of course, a futuristic vision
at this point, but nevertheless documents the active role design will take in
creating sustainable and responsible solutions."
Being a sustainable and environmentally responsible automotive brand is of
the utmost importance to Audi. As part of its environmental initiative,
principles and guests at Design Miami/ will be shuttled by ultra low emission
Audi Q7 TDIs throughout the fairs. With this engine, Audi produces the
cleanest diesel in the world. Implementing low-consumption technologies, like
TDI, lightweight aluminum construction (Audi Space frame), direct injection
petrol engines and fuel cell technology has always been a key component in
research and development. This integrated approach reduces fuel consumption
and emissions. A construction kit with hybrid modules for different vehicle
models rounds off the efficiency strategy. In addition, Audi supports research
on alternative fuels and intelligent traffic management like the 'Clean Air,
Viable Planet' project together with leading universities in California.
"Audi is set apart by combining its focus on superior design with power
and efficiency," said Johan de Nysschen, executive vice president, Audi of
America. "It is vital to Audi to create vehicles that are both beautiful and
environmentally conscious and we are very excited to have a fleet of Audi Q7
TDIs at Design Miami/. It is essential for people to see and experience this
vehicle first hand to truly understand the benefits of diesel technology and
there is no better audience of influencers than at this event."
In order to give back to the community that has hosted Design Miami/ since
its inception, Audi has also created the 're:design Simpson Park' project as
part of a larger green initiative with the city of Miami. Partnering up with
renowned landscape designer Enzo Enea and star architect Chad Oppenheim, Audi
has donated a new entrance to Simpson Park, one of the very last original
hammocks in Miami, in order to once again open up the park to the community.
In addition, Enea has developed conceptual plans for the further enhancement
of the park and its educational features. This philanthropic project was
announced during a dinner at the Oppenheims' private residence at Design
Miami/ 2007 and the completion of its first phase will be inaugurated together
with Miami Mayor Manny Diaz during this year's fair.
About Audi of America
Audi of America Inc. and its 270 dealers offer a full line of German-
engineered luxury vehicles. The Audi line-up is one of the freshest in the
industry with 23 models, including 12 models launched during model years 2008
and 2009. Audi is among the most successful brands globally. Last year AUDI AG
recorded its 12th consecutive record year for sales and profit growth. Visit
www.audiusa.com or www.audiusanews.com for more information regarding Audi
vehicle and business issues.
About Audi Design
The Audi Design team is responsible for shaping the look of all AUDI AG
products. This includes exterior, interior, color and trims design as well as
product design and accessories. Modern and visionary, Audi Design creates
products that win people over with their dynamism, aesthetics and style. With
design icons such as the Audi TT, the A5 or the R8 super car, Audi Design
always sets the standard for innovation. Automotive design, however, is never
an end in itself, but rather an expression of Audi's competitive edge when it
comes to technology. "Technological progress and environmental, social and
technological demands influence our designs," says Stefan Sielaff, Head of
Audi Design. Yet he never loses sight of Audi's core values. "First-class
quality and authenticity are especially important to Audi Design. These values
are what Audi stands for and we treat them with the utmost respect." This is
reflected in the selection of materials, for example. To invoke a relationship
with nature, Audi Design works with natural, not synthetic, materials. For
example, genuine wood products, leather and natural fibers are used. Audi
Design is not only authentic, but also distinctive and unmistakable. Nowhere
is this more visible than in our models' face, where the single-frame grille
and the striking headlamp design are characteristic features of the Audi
identity. This Audi vehicle face is part of a coherent philosophy that spans
seven decades: "Above all, it is the proportions and sculpted contours of our
cars that visually capture the interplay between technology and design. This
philosophy has a deep past and has been the guiding theme throughout Audi's
history." A guiding theme that helps Stefan Sielaff and his team make each
Audi a timeless modern sculpture.
About Design Miami/
Design Miami/ is the most prominent and substantive forum for
international design, representing a convergence of commerce and culture. Its
annual shows in Basel, Switzerland (June) and Miami, USA (December) bring
together the most influential designers, collectors, dealers, curators and
critics from around the world. For more information please visit
www.designmiami.com.
