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DESIGN.SPECIAL 2026

"Origin": Audi at the Milan Design Week 2026

How Audi wants to shape the future? With electrified performance, entry into Formula 1 - and with installations such as "Origin" at Milan Design Week 2026, which creates a space for (self-)reflection and shows how design can build a bridge between product, technology, art and society.

  • Photos
    AUDI AG

Everyone has to decide for themselves whether opposites attract. The fact that they enrich each other is less controversial. The most recent proof: Audi's "Origin" installation at Milan Design Week 2026 - a calming counterpoint to the intensity of the Italian design metropolis, allowing a moment of tranquillity in a busy, stimulus-flooded environment.

The artwork, which was developed in collaboration with Zaha Hadid Architects, interprets the Audi design philosophy - clarity, technology, intelligence and emotion - as an architectural experience. "Origin" is limited to the essentials and leaves out the superfluous. In the inner courtyard of the former archbishop's seminary - now the Hotel Portrait Milano on Corso Venezia - the sculptural object carefully engages with its historical surroundings.

The structure evolves continuously throughout the day: changing reflections and shadows redraw the space as visitors move around. The installation's matt metallic surface, reminiscent of technical materials such as titanium, subtly absorbs and reflects the chromatic tones of the courtyard. This creates a dialogue between contemporary design and Milan's multi-layered heritage.
"In a world that is becoming more complex every day, design needs to help people filter through the noise, find clarity and reconnect with what really matters."
Massimo Frascella, Chief Creative Officer of AUDI AG

Performance, electrified

In addition to the installation, the brand is also showcasing two vehicles at Milan Design Week 2026: the new Audi RS 5, the first high-performance plug-in hybrid from Audi Sport, makes electrified performance suitable for everyday use. The Audi R26 on display marks the brand's entry into Formula 1.

→ You can find inspiration, innovations and timelessly beautiful design in our digital design special for the Salone del Mobile 2026.

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