Discover a vision of mobility driven toward the future through the models in the Four Rings brand’s range, available in petrol, diesel, plug-in hybrid, and fully electric versions.
Audi @Milano Design Week
From April 20 to 26, Audi hosted at Portrait Milano the installation Origin, designed by Zaha Hadid Architects, an expression of Audi’s new design philosophy guided by clarity, technology, intelligence, and emotion.
Movement is emotion.
Audi returned to Milano Design Week as co-producer of Interni Materiae magazine for the thirteenth consecutive year. Once again, Audi became a space for innovation where a new idea of movement took shape.
“Origin“: A Portal into the new Audi design era
“Origin” distills the essence of progress by leaving only what is necessary, cutting away the superfluous to reveal pure intention.
Located at the courtyard of Portrait Hotel on Corso Venezia - the former Archiepiscopal Seminary – the pavilion appeared as a sculptural object that interacted delicately with its historic surroundings.
The structure evolved continuously throughout the day: shifting reflections and shadows redrew the space, surfaces revealed new details as visitors moved, and the architecture itself became a calming counterpoint to the sensory intensity of the city.
Its matte metallic skin, reminiscent of technical materials such as titanium, subtly absorbed and reflected the chromatic tones of the courtyard. This created a dialogue between contemporary design and the layered heritage of Milan. More than an object, Origin became a living spatial experience — an invitation to step into a moment of quiet presence amid the pace of modern life.
Within this setting, a more radical expression of performance emerged in contrast, embodied by the Audi R26 show car and the new Audi RS 5 Avant.
Origin was not simply a pavilion. It was an experience. An invitation to step into what comes next.
National public premiere of the new Audi RS 5 Avant.
Set within the timeless courtyard of the former Archiepiscopal Seminary at Portrait Milano, Audi presented its latest expression of speed and performance to the Italian public: the new Audi RS 5 Avant.
The first-ever plug-in hybrid RS model brings performance, prestige and exclusivity into new territory, driven by a level of technological advancement that redefines the rules of sportiness.
Audi R26 show car
The Audi R26 show car made its national public premiere.
Audi’s commitment to Formula 1® goes beyond a new motorsport chapter: it marks the peak of a broader technological and cultural evolution, where performance and efficiency become the principles driving progress, first on track, then on the road.
Audi Talk “At the Origins of Speed”
Speed is not an absolute—it is the outcome of technologies shaped through a process defined by rigor, quality, and clarity.
The talk “At the Origins of Speed,” moderated by journalist Monica Maggioni and introduced by Timm Barlet, Managing Director of Audi Italia, brought together five designers of performance: Federica Brignone, Olympic champion at Milan Cortina 2026 in giant slalom and super-G, Stefano Domenicali, President and CEO of Formula 1®, Rolf Michl, Managing Director Audi Sport GmbH, Michele Pasca di Magliano, Zaha Hadid Architects Director, and Nicola Vicino, General Manager Revolut Italia.
Audi Night at Portrait Milano
An experience defined by clarity, technology, intelligence, and emotion came to life during the Audi Night.
On stage, Timm Barlet, Managing Director of Audi Italia, Massimo Frascella, Chief Creative Officer of AUDI AG, Michele Pasca di Magliano, Zaha Hadid Architects Director, and Gilda Bojardi, Editor-in-Chief of Interni, shared their perspectives—highlighting the importance of pausing and reflecting in an ever-accelerating world.
The evening then unfolded beneath the loggia of the former Archiepiscopal Seminary, where guests were welcomed for an exclusive dinner conceived as a natural extension of the Origin installation by Zaha Hadid Architects—an invitation to rediscover the value of time and the beauty of thoughtful detail.
Talk “At the Origins of Time: the Breguet Watchmaking Maison”
Quality is born from the desire to restore time to its true value.
At Portrait Milano, this reflection gave rise to the talk “At the Origins of Time: the Breguet Watchmaking Maison,” featuring Emmanuel Breguet, Vice President and Head of Patrimony, and Franz Botrè, Director of Arbiter. Introduced by Timm Barlet, the discussion explored the concept of speed as the outcome of time invested in attention to detail.
Preview of FuoriConcorso Como: a celebration of automotive excellence
The journey of tomorrow’s icons begins in the past, with the models that have defined the history of the automobile.
At Portrait Milano, FuoriConcorso marked the opening chapter of a journey dedicated to pure sportiness—one that will unfold against the timeless backdrop of Lake Como before culminating at the ultimate temple of speed: Monza.
Subscribe to the newsletter.
Step into a world of technology and pure innovation: with myAudi Experience, the future starts today.
