Audi Debuts 'Origin' Installation and New Plug-In Hybrid at Milan Design Week 2026
At Milan Design Week 2026, Audi presents 'Origin', a reflective art installation created with Zaha Hadid Architects, alongside its first high-performance plug-in hybrid, the Audi RS 5.
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What Happened
The installation 'Origin', located in the courtyard of the former Archiepiscopal Seminary, distills Audi's new design philosophy into an architectural experience that invites reflection. Its matte metallic skin reflects the historic surroundings, creating a dialogue between contemporary design and heritage.
13 consecutive years
Audi has established itself as a contributor to the global design community that gathers in Milan.
“Our recurring presence in Milan is not about showing cars – it is about contributing to a broader cultural debate. In a world that is getting busier every day, design must help people filter the noise, find clarity, and reconnect with what truly matters.”
Why this matters
Audi uses design and cultural events to shape its brand identity and advance electrification, including a new plug-in hybrid and its Formula 1 entry.
Terms in This Story
- Plug-in hybrid
- A vehicle that combines a conventional engine with an electric motor that can be recharged by plugging into an external power source.
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