AUDI design wall installation at pinakothek der moderne

AUDI design wall: about 1,800 models of the urquattro made from pure aluminum form a ‘carpet’
image courtesy AUDI AG

having just premiered its sport quattro concept coupe at the 2013 frankfurt motor show, AUDI has unveiled a sculptural installation at the die neue sammlung at the pinakothek der moderne, which presents a full-size model of the 700 horsepower two-seater hardtop at the heart of it. designboom was invited to the debut of the expansive wall-mounted work–commissioned by the cultural institution following the success of AUDI’s ‘design icons’exhibition presented there earlier this year — that will remain a part of the permanent collection of the die neue sammlung for at least five years.

1800 miniature models of the automotive company’s 1980’s urquattro cover the wall of the museum space, acting as a backdrop to the featured sports car. the small-scale maquettes have each been milled from a seven-kilogram block of aluminium — a material which AUDI is no stranger to, having gained expertise in working with it through their automotive engineering for many years. a metal which is often referenced to being the epitome of lightness and stability, each of the resulting urquattro replicas weigh 860 grams–manufactured in a small production run — and stand as a testament to AUDI’s toolmaking expertise. a mirror suspended from the ceiling, offers an endless perspective of the rows upon rows of miniatures which soar vertically upwards–an infinite space where the viewer is immersed in the world of AUDI.

image courtesy AUDI AG

‘the AUDI design wall visualizes the bridge between the past and the future of our brand,’ comments ulrich hackenberg, AUDI AG member of the board of management for technical development. ‘we created the AUDI design wall with the passion of an artist and exercised maximum precision in visualizing the core technology of quattro.’ the idea for the exhibit itself came from an internal competition among AUDI designers, in which they were to create an object that communicates with the onlooker. the work was conceived specifically for this room at the pinakothek der moderne and documents the intensive collaboration between the two partners, and is visible also to passersby outside the museum.

‘as a design-oriented carmaker, AUDI is an ideal partner for the die neue sammlung. we plan to continue infusing the partnership with life over the coming years,’ declared professor dr. florian hufnagl, director of die neue sammlung.

the white clay sculpture of AUDI sport quattro concept soars up vertically.
image courtesy AUDI AG