The installation gives an answer on how artificial intelligence works. It breaks down complex technological content to an arty experience of artificial intelligence in the 3rd dimension. The visualization of artificial intelligence makes it easier for the visitor to understand how digitization and artificial intelligence work and how to benefit from it. Audi Intelligent Technologies were the core subject to be communicated to the public in 2017. All marketing activities were to be focused on this topic. Communicating complex technological content to an audience being mainly addicted to design, asked for a different format.

The structure is made up of 30 pendulums which – while gently modulating the sound coming from speakers through DopplerEffect - are also a visual representation of a dream: a systematised mess, with moments of order emerging from the chaos. Yuri Suzuki Design Studio has trained the artificial intelligence to create this relaxing infinite composition, which is site and moment-to-moment specific. Microphones that are set up around the space, recording the sounds you are making in it. Be they purely atmospheric, or perhaps you feel like going up to a microphone, making a sound and hearing how it is reflected back to you via the A.I.

Materials and lay-out of the structure are very well-considered paying tribute to the concept and the location, a historical former seminary.

Guests could not only visit the installation but were also invited to attend the interdisciplinary talks “Future needs stories”, hosted by Audi Italia.

Visitor: The visitor learns how artificial intelligence, a major subject to human society, works and how to benefit from it. Since the location was located in a historical former seminary, he gets the possibility to do so in a zone of tranquility and to escape the hubbub of the Salone in a meditative environment.

App. 100.000 visitors saw the installation

Total reach: social organic – 3.2 mio, livestreaming - 1.5 mio, editorial contacts – 34.7 mio

In 2017 AUDI AG concentrated all marketing activities on the the roll-out of Audi Intelligent Technologies. At the same time Audi launched the new Audi A5 familiy with the slogan: If Artificial Intelligence could dream, it would dream the car we’ve just made.” In the briefing for Milan Design Week we asked the designer Yuri Suzuki to come up with a creative idea, paying tribute to the following requirements:

- Both architectural and communication measures had to be rolled into a coherent overall concept.

- The general idea must be in line / pick up the idea of the campaign for the Audi A5 family

- The installation should respect the historic surrounding of the building and the clerical history of the location as such.

- The installation shall provide a holistic and unique experience for the visitor.

- Natural integration of the 3 displayed cars in the installation