Named ‘Reflaction’, the installation that took over the courtyard at new hotel Portrait Milano during Milan design week was intended as a play on the words reflection and action. ‘Our actions in the world reflect the very essence of our existence,’ stated an Audi voiceover as we perused the massive cross, made of interlocking 33 x 28-foot mirrors that had been placed here under the watchful eye of architect and innovator Bjarke Ingels, founder of BIG.
Last year’s ‘The Domino Act’ by Gabriele Chiave with Controvento (a carousel intended to start discussions around the circular economy and the car industry) was held in the same courtyard so, when it came to selecting a collaborator for this year’s Milan design week –a showcase intended as a launching pad for its new Audi Q6 e-tron car (more on that later) – Audi could not have picked an architect more at the forefront of the Milanese consciousness right now.
Bjarke Ingels has been selected to create a brand new landmark of the city skyline: the so-called ‘CityWave’ – two tower blocks of differing heights connected by a swooping 140-metre-long hanging roof. Expected to complete in 2026, the building is an example of the innovation at the heart of BIG’s designs.
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It’s this quality that is sure to have made him stand out to Audi. Indeed, according to the car manufacturer, the ‘immersive spatial illusion’ is intended to highlight Audi’s ‘continuous effort to push the limits of innovation’.
To illustrate this mission, BIG’s cross split the courtyard into four sections, Community, Knowledge, Performance, and Digital. Each had its own message to convey. Community was a place to gather and mingle beneath the shade of Japanese maple trees (on a very hot Milan day this was where we could be found clustered and clutching Champagne glasses). Knowledge featured its own mini amphitheatre for presentations, Digital introduced the new generation of OLED lights that can be seen in the Audi Q6 e-tron and, finally, Performance was a chance to see the electronic SUV up close (although not in action).
The car, which officially launched in the UK on April 30 is built, says Audi CEO Gernot Döllner, on the new PPE platform – ‘the next technological leap in premium mobility.’ With an improved electric range of up to 381 miles thanks to its newly developed lithium-ion battery and 0-62mph acceleration in just 4.3 seconds (with launch control), as well as a light strip that extends across the car’s exterior. After some reflection on manufacturing processes, the Audi Q6 e-tron also utilises several recycled materials: the plastic used is recycled, upholstery is recycled polyester and to produce the steel for the outer roof section Audi used scrap metal from end-of-life vehicles driven by other Audi customers.
On display during a week when the majority of the Italian city’s many beautiful courtyards played host to design installations and exhibitions (see our guide to 2024’s highlights), Audi’s ‘House of Progress’ saw itself competing not just with other car brands keen to catch the eye of the luxury enthusiasts that flood the city, but also the best of the fashion and furniture worlds. On reflection, it showed its power.
