So, next week in Miami, Audi, as one of the principal sponsors of Design Miami/2006, has developed a new sculptural installation that will be a part of the exhibits on display. Ignition R8 features teardrop-shaped arrows that "shoot across the room" to "express the impulsiveness, speed and potency" of the R8, as it showcases the Ignition, or "Big Bang of dynamism."
Translated into English: Audi is sponsoring a big design dog & pony show in Miami, and because they know that The Beautiful People With Money will be legion, they dropped a new R8 on a display with designer stalagmites growing out of it, deemed it art, and named it Ignition R8. In case that somehow doesn't grab your attention, they have arrows pointing at the car suspended midair to make sure you don't miss it.
Make no mistake: Contrary to the official explanation, this puppy's designed to help "ignite" a "Big Bang" of sales once the R8 hits dealers.
(Press release after the jump)
Audi at the "Design Miami/2006" exhibition in Florida, USA
The "big bang" of dynamism
* Spectacular exhibit within the framework of an exclusive event
* Audi as part of the progressive design scene
Audi is presenting the brand new R8 at a unique international design scene venue with a spectacular exhibit. The "Ignition R8" installation, based on the mid-engine sports car, is one of the highlights of "Design Miami/2006", which will take place in Miami, Florida from 7 to 10 December.
"Our new sports car will become part of the design and art scene by way of an object that expresses the ultimate sportiness of the R8 in a sophisticated, artistic way", says Walter de'Silva, Head of Design for the Audi brand group.
The ignition, the "big bang" of dynamism, the moment when power is created and transformed into motion – this is the theme of the approximately ten-metre-high sculpture. Teardrop-shaped arrows aimed at the silver sports car shoot across the room, expressing the impulsiveness and speed and conveying some of the potency of the R8.
Audi will be the first automotive manufacturer to be an exhibitor in Miami. Unlike most companies that function solely as financial partners at events of this kind, the brand with the four rings is itself providing creative input.
"We are appearing at Design Miami/2006 with an extraordinary exhibit within a vast installation, not only as a sponsor but also as an element of the international design scene", says Bernhard Neumann, Head of International Exhibitions at AUDI AG, emphasising the significance of this event.