An important part of every Milan Design Week, the Audi installation and House of Progress will again be a focal points during the week.

17 April, 2024

One of the world’s premiere design expos, Milan Design Week brings together an eclectic group of brands, designers and the curious from around the globe each year, showcasing the very latest trends and directions in design. Held each April, the event sees displays, installations and discussion panels held all over the celebrated Italian city which is itself synonymous with design. Although not an automotive event, for more than a decade Audi has been one of the attractions of the week. With its emphasis on design as one of the brand’s major pillars, Audi has long used its attendance at Milan Design Week to showcase the very latest in automotive design as well as using the event to share the brand’s philosophies and focuses for the future. Audi’s installations, designed in collaboration with numerous world class designers have always been major attractions, and with this year’s theme of Materia Natura – Italian for ‘natural matter’ – a focus on sustainability and the future represents a perfect fit for the Audi design ethos.

This year’s installation continues the brand’s strong presence at the design event. Located in the Piazza del Quadrilatero, the installation is called ‘Reflaction’ and takes pride of place in this stunning space. The name, which is a marriage of the words reflection and action, was designed by the international studio BIG – Bjarke Ingels Group – and invites visitors to reflect on their actions and their impact on the future, playing with the themes of reflection and refraction to create another  unique visual experience.

Forming the basis of the structure are two high mirrored walls which intersect symmetrically to divide the centre of the square into four as seen from above. These four distinct sectors embody the four thematic cornerstones of the exhibition, with the mirrored effect at ground level that each section seems to expand.

The brand’s House of Progress, located in the iconic spaces of Portrait Milano, is also a centre for discussion and for Audi to share its plans and present its holistic vision of sustainability and innovation in the automotive sector.

Following on from its recent international unveiling, the new Audi Q6 e-tron adopts a starring role at this year’s Milan Design Week, occupying the ‘Performance’ area of the Refraction installation. In addition to the Q6 e-tron, this is also the first public appearance of the SQ6 version of the vehicle.

This latest installation builds on Audi’s long and storied association with Milan Design Week which has always seen the brand represented with an inspiring presence that showcases its design credentials as well as serving as a platform to inform on future directions.

Where at past Milan Design Week events, the likes of the grand sphere concept represented a vision of the future yet to be realised, this year’s appearance by the newly released Q6 e-tron shows a future in action, amidst yet another stunning Audi installation.

Milan Design Week runs from 15 to 28 April 2024.