The brands’ emblem gets transformed into dynamic large scale installation.
Longtime sponsor of the annual Design Miami show, Audi has in the past used the event to debut new models, highlight new technologies and commission architects to create one-off installations. This year, the automaker focused on their racing program with an installation called Fragmentation.
Audi commissioned Schmidhuber, a German exhibition and branded environments design firm to create the site-specific sculpture. Using the Audi Sport signature red rhombus emblem as a starting point, Schmidhuber extended the shape into a three-dimensional module. These were combined to form a large rhombus shape when viewed from straight on, but broke apart when visitors changed their viewing perspective.
The installation formed the backdrop for two Audi R8 models on display, a red R8 Spyder and a silver R8 LMS ultra customer racecar. The latter is a factory supplied competition version of the R8 meant to be used specifically for top end sports car racing.
In addition to the visuals, located adjacent to each car was a pair of headphones and an accelerator pedal mounted to the floor. While wearing the headphones, visitors could hear the engine sound each car makes by revving the gas pedal.