Audi 2009 Annual Report Download - page 85

iami is the pearl of Florida, the “Sunshine State.”
And ever since Samuel Keller, at that time direc-
tor of the renowned “Art Basel” fair, invented the
“Art Basel Miami” in 2002, not only has the trade fair itself
really taken off. The annual festival of art and design has
made Miami a hub of the art world. Be it established artists
or young design talents – they all flock to the American Riv-
iera. To enjoy the platform afforded by the “Adrienne Arsht
Center for the Performing Arts.” And with a little good for-
tune they may kindle enthusiasm for their work among the
Rubell family, who in the Wynwood Arts District owns one of
the world’s most important private collections of contempo-
rary art. If trends get set anywhere, then here in Miami – and
the art world could hardly have chosen a more pleasant spot.
What better place to chat about art than between the 15 km
sandy beach and the world-famous Design District north of
Downtown. Americans, Europeans, and Asians love this
leisurely atmosphere.
In December 2009, a very special building suddenly
appeared in the midst of this melting pot of art and design.
Audi erected an extravagant black pavilion directly next to
the promenade on South Beach. It was ‘wrapped’ in white
strips that fluttered gently in the wind and imbued the
building with a real sense of lightness in the evening light.
Hardly anyone could guess that inside, about 4,000 square
meters of exhibition area were being created. The work of
Munich-based architectural office “Design Company,” the
edifice formed the exquisite backdrop for some 20 exhibits
from the “Beg Borrow and Steal” exhibition of the Rubell
Family Collection. Moreover, the 12-meter-high hall provided
masses of space for the 850 or so international VIP guests.
And placed the brand’s flagship, the new Audi A8, firmly in
the limelight. The auto’s world premiere took place the
evening before the “Design Miami/” and “Art Basel Miami”
exhibitions opened. Five vehicles stood bathed in light in the
white exhibition area. They included the aluminum space
frame, the backbone of the new sedan – and an artwork in its
own right. “Since leading-edge design has long since been
acknowledged as being an art form, we see the link to art
and architecture as a logical step towards the refinement of
our brand,” said Audi Chairman Rupert Stadler, when wel-
coming guests to the evening. The motto of the private view:
“The Art of Progress” – progress as an expression of art.
The evening was anchored by Lucy Liu, known for her role in
the movie “Charlie’s Angels.” She welcomed on-stage among
others Craig Robins, who has made a name for himself as
the savior of many a historic building in Miami Beach’s Art
Déco district. And countless Hollywood stars wandered about
the show, such as Chris Noth (known for his role as Mr. Big in
“Sex and the City”) and Christina Ricci (“Sleepy Hollow,”
“Casper”). Needless to say, the Rubells were present.
As was Tom Dixon. The London-based designer created
an impressive structure for Audi consisting of 159
aluminum lights and silver liquid lame fabric with
weighted helium and hanging air balloons inside.
“Light Light” is, as it were, the lightweight version
of light, gleaming expansively in the Audi Pavilion
and dusting a series of fluoro-colored Dixon tables
and benches as well as the neighboring A8 in a ten-
der aura of lux and lumen. A few meters further
and, peering over Mao Zedong’s shoulder, Joseph
Beuys welcomed the guests. Life-size, made of syn-
thetic resin. Part of an installation named “History
Observed” by Li Zhanyang from Chongqing in
China. And the real magnet among the works on
loan from the Rubell Collection. Alluding to the
exhibition title of “Beg Borrow and Steal,” the
Audi brand borrows selected artworks and places
them in a new context outside the world of art. And
that functions both ways. “If our homes and apart-
ments were only big enough, I imagine we would have
cars all over the place as design objects,” declared
renowned design professor Paolo Tumminelli.
82
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CChhrriiss NNootthh,, American
actor (“Mr. Big”)
LLoouuiissee GGrriiffffiitthhss,,
British actress
DDoonnand MMeerraa
RRuubbeellll,,Rubell
Family Art
Collection
BBeenn MMccKKeennzziiee,,
American actor in
“O.C., California”
KKeellllaann LLuuttzz,, American
actor (“Twilight”)
CChhrriissttiinnaa
RRiiccccii,, Ameri-
can actress
CCrraaiigg
R
Roobbiinnss,,
property
investor
ILLUSTRIOUS GUEST LIST
The world premiere of the new
A8* attracted many famous
faces to Miami Beach.
TEXT/VOLKER RACHOW
A WORK OF ART: THE AUDI A8
Touring the world of contemporary design at
Design Miami/ at: w
wwwww..aauuddii..ccoomm//aarr22000099//mmiiaammii
TToomm DDiixxoonn,,
British
designer
AAmmbbrraa MMeeddddaa,,
Director of
Design Miami/
* Fuel consumption and emission figures at the end of
the Annual Report
Photos: AUDI AG