Audi teams up with LEGO Group at Design Miami/

Posted by Charles Lee
5 Dec 2016
Audi teams up with LEGO Group at Design Miami/

The concept of self-driving cars is getting more real, and what can be a better way for German car-maker Audi to showcase its capability in the driver-less domain than to team up with the LEGO Group to install "The Extra Hour" at the Design Miami/.

Held in Miami, Florida (USA) for five days from 30 November to 4 December, Design Miami/ is an international exhibition that serves as a collaborative platform for the most influential collectors, gallerists, designers, curators and critics. Taking place alongside the Art Basel fairs, Design Miami/ is known as the premium venue for collecting, exhibiting, viewing, discussing and creating collectible design.

Taking advantage of the industrial influence of Design Miami/, Audi partnered with the LEGO Group to create an installation in a visual way. The artwork of the installation, in the form of a giant clock face, centred on the RS 7, Audi's first self-driving concept car. The numeral "25", which stands at the front of the car, symbolises the 25th hour - The Extra Hour - that Audi drivers will get to enjoy in self-driving mode. The "extra hour" is not a tangible hour. Rather, it is the perceived benefit because the driver can use the driving time to do other things. The numeral "25" is made completely from LEGO bricks!  

Speaking of the collaboration, Nils Wollny, who heads AUDI AG's Digital Business Strategy & Customer Experience, said: "Audi and the LEGO Group share a passion for innovation and inventiveness. This passion is also especially valuable in the development of new products and business models that relate to autonomous driving.”

William Thorogood, Senior Innovation Director at LEGO Creative Play Lab, echoed Nils' views: "We hope to inspire the imagination and creativity of the visitors with this installation and encourage them to allow themselves this break from their everyday routine. The 25th hour is the perfect time for that.”

Audi has been appointed as the exclusive automotive partner of Design Miami/ since 2006.

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