The invisibility and complexity of Audi ULTRA light weight technology was resolved by extracting it from the vehicle context and applying its principles to a proxy object that has a lower inherent complexity and at the same time can be physically experienced and interacted with - a chair. Key objective of the R18 Ultra Chair campaign was to engage the public and redefine avantgarde furniture design as a collaborative effort triggering high impact publicity.

The R18 Ultra chair`s geometry is defined as a parametric framework that reacts to the big data set aquired through sensors within the chair during thousands of test sessions. A physics model calculates the stress within the structure and allows for radical optimisation of geometry and materiality.

Dissemination formats, timing and location were carefully calibrated and designed for maximum impact: By presenting the project in two legs at the two globallly most significant design events of the year (Salone del Mobile, Milano, April; Design Miami/, Miami Beach, December) and engaging visitors through active participation in the design process.

The social media backend of the Public Beta Installation in April 2012 boosted the personalised media generated by the 1500 beta testers that included opinion leaders from the design industries including key journalists (Alice Rawsthorne, International Herald Tribune; Josef Grima, Domus; Marcus Fairs) and opinion leaders (Rolf Fehlbaum, Vitr; Piero Gandini, Flos, Paola Antonelli, MOMA, NY). The event triggered a combined 822 m2 of editorial print coverage in the most prolific design publications (Domus, 032c, Wallpaper ...), automotive publications (Octane, Auto Motor Sport, Quattroruote ...) and mass media (International Herald Tribune, La Republica, Financial Times, Interview Magazine, Wirtschaftswoche, Dezeen, Wired...)