Audi "Wire Frame" Concept Demonstrates Advancements In Design At Design Miami/ 2007

Audi Presents ‘The Human Element’, a Discussion, Uniting Some of Today’s Most Influential Design Luminaries

AUBURN HILLS, MI - December 6th 2007: Audi of America today announced its exclusive automotive sponsorship of Design Miami/ 2007, the most prominent and substantial forum for international design. For the second year, Audi is both a sponsor and creative exhibitor at the forum, which lasts from December 7th through 9th, and brings together the world’s most influential designers, art gallery owners, dealers, and collectors to present and absorb the latest trends from the world of design.

“The commitment to innovative design has long been the single most defining feature of Audi’s corporate philosophy. Audi has created design icons such as the Audi R8 super sports car, just picked as the best-looking automobile in the world” says Johan de Nysschen, Executive Vice President in charge of Audi of America, Inc. “Design Miami/ is quite simply the single leading global forum for the exhibition and collection of contemporary design. This partnership is a natural fit for our brand.”

The partnership of Audi and Design Miami/ started in 2006 and will continue this year with both the Miami and Basel, Switzerland fairs.

“As exclusive automotive sponsor of Design Miami/, Audi continues to enrich our program each year by presenting examples of living, racing, revving design and this year is no exception” says Ambra Medda, Creative Director and co-founder of Design Miami/. “We really thank Audi for their commitment to this dynamic collaboration.”

Attracting interest from the international design and art scene, Design Miami/ is an ideal stage for Audi to showcase itself as a leader in design and a place to find further inspiration. Audi’s chief designer Stefan Sielaff also believes: “Future trends and emerging developments are best detected where free art and applied art meet.”

This year, Audi will present the “Wire Frame” concept, an exhibition that focuses on the essence of creativity: the design process itself. “Wire Frame” refers to the preliminary stage in design, wherein the simplified structure of the vehicle’s sculpture is depicted digitally as a lattice model. With this exhibition, Audi seeks to capture the moment at which the draft begins its journey from a series of pencil lines to a three-dimensional work of art.

The centerpiece of the “Wire Frame” exhibition is the design study for the Audi Cross Cabriolet quattro concept, which celebrated its successful premiere at the Los Angeles Auto Show in November. Sturdy, powerful, yet elegant, the styling will captivate viewers.

The final product of the design process – the car itself – will be accompanied by an Audi Design Lab set up specifically for Design Miami/ 2007. This is the first ever opportunity for visitors to witness Audi designers in action, as they sketch renderings and craft models out of clay.

Audi will also present a panel discussion entitled, “The human element. How are designers preserving soul in the 21st Century?” Panelists include the French designer Matali Crasset, renowned architect Chad Oppenheim, Swiss landscape designer Enzo Enea and Audi’s chief designer Stefan Sielaff. These international design luminaries represent four different disciplines and will provide fascinating insights into their work and sources of inspiration in a highly digitized world.

About Design Miami
Design Miami is the most prominent and substantive forum for international design, representing convergence of commerce and culture. Its annual shows in Basel, Switzerland (June) and Miami, USA (December) bring together the most influential designers, collectors, dealers and critics from around the world. For more information please visit www.designmiami.com.