European premiere of the Audi Cross Coupé quattro study at The Design Annual in Frankfurt

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European premiere of the Audi Cross Coupé quattro study at The Design Annual in Frankfurt

Visitors to this year’s Design Annual can look forward to a European premiere: the Audi Cross Coupé quattro study is being presented for the first time since its debut at the Shanghai Motor Show 2007. Combining the design and dynamism of a compact premium sports car with the spaciousness and versatility of a four-seater sport utility vehicle, this car defines a new segment in the field of crossover vehicles.

By appearing at this year’s show, Audi is following on from the success of the multi-award-winning installation “TT unseen” at the Design Annual 2006 on the subject of “inside: urban”. At last year’s show, the exhibition stand acted as a loft for the new Audi TT Coupé.

“We wanted to show a special kind of car presentation at the exhibition again this year. After all, the Audi brand doesn’t just stand for “Vorsprung durch Technik”, but for design too,” explains Bernhard Neumann, Head of International Exhibitions at AUDI AG.

This is the reason why Audi is also holding an unusual design competition on its stand: participants are being asked to fill in the outline of the Audi Cross Coupé quattro in the style of a collage. All visitors are invited to take part.

Prefabricated screens, self-adhesive illustrations from the areas of architecture, lifestyle, abstract and technology, as well as paints and other artistic media will be at participants’ disposal.

The various materials for the “Audi Expression Session” will be laid out on a counter in front of the gallery. Participants’ work will be judged at the end of the exhibition by an expert jury of designers. The finished works of art will be displayed at the back of the stand, which will be used as a large gallery. The other eye-catcher on the 100 square metre Audi stand will be the Audi Cross Coupé quattro study presented on a platform. Guests will also be invited to spend time in a comfortable lounge with armchairs and tables or at a bar with stools. The winner of the competition will be invited to participate in an “Audi driving experience”, an exclusive driver training session under professional instruction.

Audi Stand at The Design Annual

By organising this design competition Audi is pioneering a new trend of involving customers in the design process. The installation also reflects the theme of this year’s exhibition – “inside: private identity”. Since every one of us is regularly confronted with the subject of design when it comes to shaping our personal environment, we are all constantly asking ourselves – either consciously or subconsciously – what suits us personally and what we identify with. The possibility for individual identification makes design unmistakeable and desirable for the individual. This was behind the idea of focusing on the personal design process of visitors at the exhibition.

Audi's Concept

The Design Annual is taking place in the Festhalle at the Frankfurt Exhibition Centre until 17 June 2007. It was launched last year by Messe Frankfurt in cooperation with Stylepark AG, and is an annual event for high-end design. AUDI AG has been stepping up its presence at design fairs since 2006 in order to underscore the emphasis the brand places on design. Last year saw the Ingolstadt carmaker at the Design Annual as well as the Art Basel/Design Miami show in Miami.

All Photos: Audi

(June 15, 2007)

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