Audi Unveils “Origin” Installation at Milan Design Week 2026, Showcasing New Direction in Design and Mobility

JAKARTA, Jakartaweekly.com — At Milan Design Week 2026, Audi collaborated with Zaha Hadid Architects to present an art installation titled “Origin”, representing the company’s new design philosophy centered on clarity, technical precision, intelligence, and emotion.

Through this installation, Audi emphasized that the future of mobility is not solely focused on technology and performance, but also on creating experiences that are more human-centered, meaningful, and culturally relevant.

“Origin” is located in the courtyard of the former Archiepiscopal Seminary, now known as Portrait Hotel on Corso Venezia, Milan. The installation was designed as a reflective space that transforms throughout the day through the interplay of light, shadow, and reflections from titanium-inspired matte metallic surfaces.

Massimo Frascella, Chief Creative Officer of AUDI AG, said design plays an essential role in helping people find clarity amid an increasingly fast-paced and complex world.

“For 13 years of participating in Milan Design Week, Audi has continuously used this event as a platform to explore issues beyond the automotive industry, including urbanization, mobility, and the relationship between people and modern living spaces,” he said in a press release on Friday, May 8, 2026.

According to Frascella, Audi’s presence in Milan is not merely about showcasing vehicles, but also about contributing to the broader global cultural conversation surrounding the future of design, mobility, and urban life.

In addition to its design exploration, Audi also launched the latest Audi RS 5, the first plug-in hybrid from Audi Sport, combining high-performance characteristics with electrification technology.

Audi also introduced the Audi R26 as a symbol of the brand’s Formula 1 debut, marking a strategic step in expanding its technological innovation while strengthening its global presence in the world of motorsport.

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