Audi presents Origin installation with Zaha Hadid Architects

Audi unveils the Origin installation at Milan Design Week 2026 with Zaha Hadid Architects, alongside RS 5 plug-in hybrid and R26 Formula 1 project. Learn more

Audi turned Milan Design Week 2026 into a statement about the future of design, not through cars, but through architecture. The installation “Origin”, created in collaboration with Zaha Hadid Architects, became the centerpiece of the brand’s presence and a clear expression of its evolving design philosophy.

Set in the courtyard of a former archiepiscopal seminary in Milan, the structure functions as an immersive environment rather than a static object. Its form constantly shifts through light, reflections, and the movement of visitors, creating a sense of living architecture. The matte metallic surface, reminiscent of titanium, interacts with the historic surroundings, establishing a dialogue between contemporary design and the city’s architectural heritage. Inside, the focus moves away from visual noise toward perception and concentration — a direct response to the theme of sensory overload explored during the event.

This installation is more than an artistic gesture. It translates Audi’s core design principles — clarity, technicality, intelligence, and emotion — into a spatial experience. These same principles are reflected in the vehicles presented alongside “Origin”. In Milan, Audi introduced the new RS 5, the first plug-in hybrid in the RS lineup. Combining a V6 engine with an electric motor, it delivers a total output of 639 horsepower and 825 Nm of torque, marking a significant step toward electrified performance within Audi Sport.

Alongside the production model, Audi also showcased the Audi R26, linked to the brand’s entry into Formula 1. The project highlights a broader strategy in which motorsport serves as a platform for technological development and global positioning.

Audi’s presence at Milan Design Week has long moved beyond traditional product display. The company has participated for 13 consecutive years, using the event as a platform for cultural dialogue. In this context, “Origin” represents a continuation of that approach — shifting the focus from showcasing vehicles to demonstrating how design can filter complexity and restore clarity in an increasingly overstimulated environment.

This convergence of architecture, automotive design, and technology reflects a broader direction for the brand, where design becomes not only a visual language but also a tool for shaping how people interact with the world around them.