Audi Reveals 2010 Vehicle in Artistic Fashion
Audi’s “Art of Progress” press reveal for its new 2010 Audi A8 was an artsy affair from start to finish. Held in a sophisticated 45,000 square-foot temporary pavilion against the dramatic backdrop of Design/Miami, one of the most prominent and substantive forums for international design, it unveiled the car in a way that left other press events in the dust.
Audi incorporated key elements of the new A8 into a tangible “Audi world” for 850 international members of the press, Audi executives, dealers and VIP owners on the evening before the start of Design/Miami’s Art Basel Miami Beach. The Rubell Family Collection, one of the most acclaimed private contemporary art collections in the world, lent works to hang inside the pavilion, providing an element of prestige. Audi also commissioned designer Tom Dixon to create an installation inspired by the A8’s craftsmanship that reflected Audi’s technological advancement in design.
The experience began when the international journalists arriving at Miami airport were led to an Audi-designated “immigration” line then whisked off to the iconic Fontainebleau Hotel and greeted by hostesses at a special check-in area. In the days leading up to the reveal, they went on art deco tours led by Stefan Sielaff, head of design at Audi, tours of private art collections and a boating tour, all aligned under the theme of “The Art of Progress.”
For the night of the reveal, designer Dixon created an installation using the same LED technology used in the A8’s headlights. Those same lights also comprised an enormous “projection” chandelier that was featured during the A8’s presentation show, right before the car was officially revealed. A game booth showcased Audi’s new interactive character recognition multimedia interface so journalists could experience it while the event was going on. Façade straps, built with the same material used in Audi’s seatbelts, in a color created especially for the event, provided another highlight.
Before the actual reveal, a pre-reveal presentation featured impressive A/V components, such as HD video clips projected onto a giant screen and a live design talk between artists, Audi executives and celebrities. Afterward, the experience continued within the 22,500-square-foot exhibition hall where guests were immersed in art, gastronomy, design and technology.
After the Nov. 30 reveal, doors were opened from Dec. 2 to 5 for the art fair’s visitors and Miami residents. Within the first 10 days, Audi’s Art of Progress generated more than 450 million media impressions and 534 stories in publications such as the New York Post, New York Times, Glamour and more. Now, that’s progress.