Mission: Future
The future of tomorrow is being designed today. We’re living in a time when digitalization offers more opportunities than ever before; opportunities that include design experiences and products created to serve the individual. Vehicles turn into experience devices; living and working spaces in which the journey becomes the destination.
This is what Audi has impressively demonstrated with its sphere concept cars – proving, in particular, that an avant-garde vehicle does not have to be polarizing in its design, but can inspire.
Henrik Wenders, Head of Brand, Audi, highlights the importance of this balance of form and function: “Audi’s vision of a user-oriented experience device is not about disrupting people’s expectations of classic Audi aesthetics,” he explains. “It is about creating a design that’s admired, liked and perceived as beautiful.” In short, a design that is both exceptionally good and exceptionally good-looking.
Audi’s vision is perfectly aligned with that of the Vitra Design Museum, whose collection includes both famous furniture icons and outstanding contemporary design. Dr. Mateo Kries, director of the Vitra Design Museum in Weil am Rhine, sums up the future of design for us: “Digitalization remains a driving force of social and creative development, but the benchmark of design remains the real world with its corners and edges, surfaces and emotions.”
Similarly, the electrification of cars creates new freedoms for everyone. “With our experience devices, we can now design inside out with people’s needs at the heart,” says Wenders.
This creates an incredible opportunity for the demanding discipline of vehicle design, as mobility will mean so much more than just driving in the future. “We are bridging the gap between today and tomorrow, with futuristic design that inspires people,” says Marc Lichte, Head of Design, Audi, about his work on the Audi sphere series. The aim is to combine utility with emotion in perfect harmony.
The result? A visionary human-centric design, tailored to our individual preferences. “We are creating the premium cars of the future,” says Wenders. And that is why Audi is continuing work on its premium, experience-led sphere series. The next step in the journey? The new Audi activesphere concept.
The future is now.
Learn more at progress.audi