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Leading-edge design as a new art form

Audi presented its flagship, the new Audi A8, at the very heart of the “Art of Progress” exhibition in Miami Beach. The brand thus forged a link to art and architecture.

COPY/VOLKER RACHOW

Miami is the pearl of Florida, the “Sunshine State.” And ever since Samuel Keller, at that time director 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 Riviera. To enjoy the platform afforded by the “Adrienne Arsht Center for the Performing Arts.” And with a little good fortune 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 contemporary 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 welcoming 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 tender 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 synthetic 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 apartments were only big enough, I imagine we would have cars all over the place as design objects,” declared renowned design professor Paolo Tumminelli.

THE FOCUS OF THE ARTWORLD Art Basel Miami is now widely considered one of the highpoints of cultural life around the globe. The exhibitors include all the world’s leading art dealers representing established artists and emerging talent alike. Design Miami/, which took place for the fifth time in 2009, is held parallel to the art fair. Audi is the exclusive auto sponsor of both trade fairs and also an exhibitor. The Audi Pavilion with the special exhibition on “The Art of Progress” – staged together with the Rubell Family Collection and Tom Dixon – was a satellite of Design Miami/ and Art Basel Miami.