After 10 years, DRIFT has returned to Milan Design Week for a collaboration with Audi. Within the framework of Audi House of Progress, DRIFT presents a site-specific and experiential installation Drift Us, translating movement into a visual and dynamic experience. Set in the courtyard of Portrait Milano Hotel, this collaboration highlights DRIFT’s and Audi’s shared vision to inspire change and progress through movement.
Movement in natural phenomena has been a source of endless inspirations to DRIFT. For Audi, artists Lonneke Gordijn and Ralph Nauta work with the repetitive calming movement created by the wind in a grassy field. As visitors make their ways through the installation, they activate the environment, as if they were the wind themselves. Drift Us invites the public to become an impactful force that influences the environment around them.
“Wind is the driving force of evolution and innovation in nature. Without movement, there is no progress.” Drift Us is an interactive and robotic art installation, a moving space which reminds visitors that they are in constant and dynamic dialogue with their environment. The installation connects us to the feeling of being surrounded by, and responding to nature. It also offers visitors to Milan Design Week a moment of calmness and harmony, with reassuring, synchronized movements that align with our breathing rhythms and heartbeats.
Talking about the collaboration with Audi, Lonneke Gordijn and Ralph Nauta of DRIFT highlight: “DRIFT and Audi share the vision that innovation comes from moving people. In our highly complex and demanding world, flexibility and adaptability are key to be frontrunners in technological and at the same time human-centered innovation. In the House of Progress you are invited to become a force of change.” The presence of Audi at House of Progress showcases the Brand’s vision of innovation and the commitment to process. Audi shows visitors how the brand has been utilising technology to create advanced automobiles that are more dynamic, efficient and digital than ever, interpreting the different needs of mobility.
About Drift Us
Materials: SLA, SLS, PLA, powder coated aluminum, patel gradient pet-G, woven monofilament nylon, stainless steel, POM, metal.
Credits:
Music: Joep Beving
Photos: Ronald Smits, Audi
Production & Strategic Advisor: Beyond the Line
Advisor: Sandra Biundo, Global Sales Advisor Arts Design
Architecture assistance: POINT.ARCHITECTS