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4-Traders Homepage  >  Equities  >  Deutsche Boerse AG  >  Audi AG    NSU   DE0006757008

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Audi AG : Audi guesting at the Pinakothek der Moderne

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09/11/2013 | 09:56pm CEST
  • Audi forges partnership at the Pinakothek der Moderne with Die Neue Sammlung - The International Design Museum Munich -
  • World's largest design museum adds Audi design wall to Permanent Collection
  • Audi Technical Director Hackenberg: "Designers visualize the Audi core technology of quattro with the passion of an artist."

Audi is bringing something of the flavor of a world debut from the Frankfurt Motor Show to the Pinakothek der Moderne in Munich. Just one day after premiering the pioneering show car at Frankfurt, the carmaker is unveiling it as a sculpture in Die Neue Sammlung - The International Design Museum Munich. Some 1,800 models of the Ur-quattro made from pure aluminum form a "carpet" that symbolizes Audi's history. The models were manufactured in a small production run, drawing on Audi's toolmaking expertise.

Die Neue Sammlung, the design museum located within the Pinakothek der Moderne, and Audi, a car manufacturer that is the embodiment of good design, are open to experiments. Following the successful exhibition "Design Icons" staged by Die Neue Sammlung at the Audi Forum Neckarsulm, from September Audi will be guesting in the Pinakothek der Moderne with a wall installation. The installation called the Audi design wall will form part of the Permanent Collection of Die Neue Sammlung for at least five years.

Aluminum is the epitome of lightness and stability. Audi has been closely associated with aluminum expertise in the automotive engineering field for many years. For the Audi installation, around 1,800 models of the legendary Ur-quattro form an "aluminum carpet". Each of the models, weighing around 860 grams, were cut away from a seven-kilogram block of aluminum. The future of the Audi brand rises up from foundations formed of these aluminum Ur-quattros. The sculpture evoking the Audi Sport quattro concept soars up vertically. The show car translates quattro technology and its tradition in motorsport into a futuristic formal idiom. A mirror suspended on the ceiling allows visitors to explore the installation from an unusual perspective. "The Audi design wall visualizes the bridge between the past and the future of our brand," explained Prof. Dr. Ulrich Hackenberg, AUDI AG Member of the Board of Management for Technical Development. "The common thread is quattro technology, which defines Audi more than any other." The work was devised by the Audi Design team specifically for this room in the Pinakothek der Moderne. "We created the Audi design wall with the passion of an artist and exercised maximum precision in visualizing the core technology of quattro," commented Hackenberg in describing its evolution. The idea for the exhibit itself came from an internal competition among Audi designers. The challenge was to come up with an object that communicates with the onlooker. The Audi design wall is also visible to passers-by outside the museum.

The exhibition object documents the intensive collaboration between two partners from the worlds of industry and culture. "As a design-oriented carmaker, Audi is an ideal partner for Die Neue Sammlung. We plan to continue infusing the partnership with life over the coming years," declared Prof. Dr. Florian Hufnagl, Director of Die Neue Sammlung. The museum, which opened in 1925 and now has a collection of over 80,000 objects, ranks as the oldest and largest design museum in the world.

The model that inspired the carpet exhibit, the Ur-quattro, is in itself a legend. Since 1980, when the first Audi quattro was unveiled to the public at the Geneva Motor Show, permanent all-wheel drive has emerged as a core automotive technology. quattro stands for safety, power and sportiness - thus perfectly symbolizing the Audi brand. No innovation has had a greater formative impact on the carmaker than quattro.

After the reopening of the Pinakothek der Moderne on September 14, 2013 the first Kunstareal Festival will take place in the grounds of the Pinakothek museums on September 15, 2013, taking "Encounters. Kunstareal Munich" as its motto. As one of the festival's supporters, Audi will be presenting design in a way that is specifically tailored to children. Children will be able to discover design on a paper chase taking them through the rooms of Die Neue Sammlung, and in a design workshop hosted by Audi. At the workshop, the children will have the chance to create small models, in the process gaining an insight into the work of Audi's designers and model makers.

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