Designing minds

Audi has long been known for the quality design and execution of its interiors. This combination of leading-edge design and superb craftsmanship is evident across the entire model range, perfectly matching the character of each model and yet always imparting that characteristic Audi feel.  Responsible for the final combination of materials and finishes that impart that luxury feel and finish to each Audi is the Colour & Trim Task Force, a group of highly talented and qualified individuals who examine everything from target market and emerging trends, to weighing the use of different material combinations to achieve that classic Audi finish.

“Many people think that creativity is a snapshot – a flash of inspiration, an epiphany,” says Simona Falcinella, Head of Colour & Trim at Audi. “Creativity for us is a daily practice, a continuous exercise.”

But where exactly does the creative journey begin on a major project fit-out – in this case the Audi Q4 e-tron? “With a conceptual idea, an intuition based on broad trend research that encompasses design, technology, and society. Then we elaborate these ideas, filter them, and translate them into a pure and distinctive Audi code,” says head of the Colour & Trim series projects Tiziana Mauri. 

“The entire team is involved in all phases of the project – from the first conceptual level to the final series development. We are all designers and material specialists at the same time. We zoom in and out, working on a micro and macro level.”

The first practical step is to develop a colour and material concept that matches the specific character and message of the model. In this phase, the designers use mood boards and trend research as tools to visualise and underpin their ideas, intuitions, and research.

Then the concepts are turned into concrete samples – partly in the in-house Audi Design Centre, which includes a paint shop and a saddlery for trim trials, and partly by external suppliers. 

“When we’re looking for the perfect colour, for instance,” project manager Christina Wittmann explains, “we give the state of play, say, the preliminary colour data, to the paint shop, where it’s processed on a test piece.” The mudguard is particularly suitable for this because it has an exciting three-dimensionality and reflects the light very dynamically. 

Take the colour ‘Aurora Violet’ for example. Developed specifically for the Q4 e-tron, it is the result of extensive research and has a symbolic quality as well.

“Purple is culturally associated with luxury and psychologically with the idea of transformation,” Simona Falcinella says, referencing the team’s research findings. “We are in a time of change, which Audi is commenting on with a bold colour. As such, the shade also fits ideally with the character of the Audi Q4 e-tron – a perfectly balanced combination of sporty vocation and sophistication.”

Once the right materials and colours have been found, the team continues to work closely with colleagues from Technical Development, the Quality department, marketing and strategy experts until each material is ready for the market. “In the process, it is important to integrate our ideas into the different work areas as well as the wishes and requirements of all individual business areas into our concepts without losing our vision,” explains Wittmann. So all ideas are subjected to a feasibility check before they can be produced. No one works in an ivory tower here.”

Another team member, Annika de Boer points out a physically small but extremely important innovation that she worked on for two years – the Audi rings in the steering wheel of the Q4 e-tron. “After a long process of experimenting with gloss levels, colour gradations, and different brushings, we can now see the result on the road. That really feels good.”

Nearby is a large roll of wafer-thin material with a perfectly natural-looking tree grain. “The new premium surface ‘Lime Sediment Greyish Brown Naturelle’ is a technical veneer,” de Boer explains. “We have developed it with a special focus on the 3D effect and the haptics. When you touch it, you can feel the three-dimensional wood structure, it’s really present.”

New materials are constantly being developed and trialed. For the Q4 e-tron there is a new surface option called ‘Aluminium Convergence Anthracite’ as well as a new fabric called ‘Technikgewebe’ which is made up of partly discarded fabrics and PET bottles. This increasing existence of recycled materials in new materials extends to the carpet and the rear shelf.

“The carpet backing is made from discarded fabrics from the textile industry like wool and cotton, maybe even your old jeans,” Annika explains, “and the soft upper material is partly made from recycled PET bottles and recycled granulate.”

Regardless of the material’s origins though, its appearance, feel and functionality must meet the exacting standards of the brand. Trends and tastes may change over time, but quality and that premium feel are always the ultimate aim – that after all, is what builds a reputation.