“Origin”: A Portal to the New Audi Design Era

“Origin” distills the essence of progress by leaving only what is necessary and removing the superfluous to reveal pure intention. Located in the courtyard of the former Archiepiscopal Seminary — now the Portrait Hotel on Corso Venezia — the sculptural installation interacts delicately with its historic surroundings.

The structure evolves continuously throughout the day, with shifting reflections and shadows redefining the space. As visitors move through the installation, new details emerge across its surfaces, transforming the architecture into a calming counterpoint to the sensory intensity of the city. Its matte metallic skin, inspired by technical materials such as titanium, subtly absorbs and reflects the chromatic tones of the courtyard. In doing so, it creates a dialogue between contemporary design and Milan’s rich architectural heritage.

More than an object, “Origin” is a living spatial experience — an invitation to step into a moment of quiet presence amid the pace of modern life.

Performance, Electrified

Presented in Milan alongside the installation is the new Audi RS 5, the first high-performance plug-in hybrid from Audi Sport. The vehicle brings electrified performance into everyday driving with the precision and refinement for which Audi is known.

Also on display is the Audi R26, representing the brand’s entry into Formula 1. The project marks a bold step into the world’s most advanced motorsport arena and reflects Audi’s commitment to technological progress, competitive excellence, and an expanded cultural presence for the brand.

Mobility as Cultural Discourse

With 13 consecutive years of participation, Audi has established itself as an active contributor to the global design community that gathers in Milan. The brand consistently uses the platform to explore themes that extend beyond automotive design, including sustainability, urban living, material innovation, and, in 2026, sensory overload.

“Our recurring presence in Milan is not about showing cars — it is about contributing to a broader cultural debate,” says Massimo Frascella, Chief Creative Officer at AUDI AG. “In a world that is getting busier every day, design must help people filter the noise, find clarity, and reconnect with what truly matters.”