The extra hour by LEGO ®

The RS 7 piloted driving concept provides a glimpse into the future of driving.

The vehicle is a vanguard of the type of intelligent, intuitive and connected driving that vehicles of the future will be capable of.

The Audi of tomorrow could be a workplace, a place of relaxation and a place of enjoyment. In this fully automated car, the driver will then become the passenger, deciding what to do with the time currently spent concentrating behind the wheel or being stressed out in traffic congestion.

“The exta hour” is a metaphor for a new kind of freedom and control over time.

The installation illustrates this idea:

The number 25 symbolizes the 25th hour, enabled by Audi piloted driving technology.

The design of The Extra Hour installation started with a single idea: a car’s ability to self-drive frees the driver to engage in other activities and pursuits with this unlocked additional time. We wanted to demonstrate this by blending LEGO and Audi aesthetics through playful colours and clean lines, LEGO bricks, and the Audi image. After passing through an iterative process, where the design team ideated, prototyped, critiqued, and ideated again, it arrived on the Design Miami/ concept. A standard, clean clock with a LEGO sculpture, standing over 2m tall and in the form of a 25th hour, rises up and carves out its additional time. It is adorned with LEGO minifigures engaged in a variety of activities, inviting visitors to engage with the piece at different distances and angles. The Audi RS7 piloted driving concept sits at the centre of the clock, facing and embracing this extra hour.

Potential Social Media Reach: > 229 M People

Social Media Engagement: > 846 K Likes/Comments

Visitors Onsite: > 38 K

Facebook: > 32,1 M Reach > 92 K Engagement

Instagram: > 19,7 M Reach > 747 K Engagement

Twitter: > 10,4 M Reach > 5,3 K Engagement

News Portals: > 167 M Reach > 1 K Engagement

LinkedIn: > 272 K Reach > 713 Engagement

Emily Ratajkowski: > 16,1 M Reach > 479 K Engagement

Adam Gallagher: > 2,5 M Reach > 294 K Engagement ?

Washington Post: > 87,4 M Reach

designboom: > 1,8 M Reach

Auto Bild: > 360 K Reach

Audi Magazin: > 10,2 K Reach

App Audi Magazine: > 620 K Reach

Design Miami/ is the pre-eminent global forum for design. Each fair brings together the most influential collectors, gallerists, designers, curators and critics from around the world.

As Exclusive Automotive Sponsor, Audi has experimented with themes such as mobility, technology, material and the future of design since 2006.

As „designer among designers“, Audi does not only fulfill a traditional sponsor role, but actively participates as an exhibitor and provides relevant content.

Audi has continuously shown its commitment to design and innovation through insightful commissions with designers and architects. Each of Audi’s installations at the Design Miami/ fairs have highlighted key elements of Audi’s technological advancements and married automotive design with the most current developments in product, graphic, digital design, urban planning and architecture.

The Audi Group, with its brands Audi, Ducati and Lamborghini, is one of the most successful manufacturers of automobiles and motorcycles in the premium segment. It is present in more than 100 markets worldwide and produces at 16 locations in twelve countries. The brand with the Four Rings is renowned in particular for its unmistakable design, innovative technologies and high quality standards.

Audi has been the exclusive automotive partner of Design Miami/ since 2006 and has commissioned installations by international designers and architects including Bjarke Ingels, Reed Kram, Clemens Weisshaar, Konstantin Grcic thus underlining the brand`s commitment to fostering design culture. Each of Audi’s installations has highlighted key elements of Audi’s technological advancements and married automotive design with the most current developments in different fields of design, urban planning and architecture.

For Design Miami/ 2016, Audi partnered up with The LEGO group.