DRIFT Returns to Milan Design Week With Audi-Backed Installation

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Following a decade-long hiatus, Amsterdam studio DRIFT has returned to Milan Design Week, joining forces with Audi for a fresh installation called “Drift Us“. This creation forms part of Audi’s House of Progress initiative and can be found in the courtyard of the Portrait Milano Hotel.

As I traverse this captivating setup, it feels like I’m treading through a verdant expanse with the wind at my back. Each stride of mine sets off an intriguing dance among the mechanical elements, mirroring the subtle sway of a field kissed by the breeze. It seems as though this installation is subtly reminding me that our movements have a profound impact on shaping the world around us.

As I navigate through the bustling world of gaming, I find myself echoing the wise words of DRIFT’s creators, Lonneke Gordijn and Ralph Nauta: “Progress needs action.” In the midst of all the excitement during design weeks, this installation serves as a soothing reminder, mirroring the natural ebb and flow of rhythms such as breathing or a heartbeat. It’s like hitting pause on a game to gather my thoughts, preparing myself for the next level ahead.

The partnership underscores a mutual passion between DRIFT and Audi for advancement via motion, with Audi employing this platform to demonstrate their cutting-edge approach to combining technology and flexibility within their contemporary vehicle designs.

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This alliance highlights the common goal of DRIFT and Audi to innovate through mobility, as Audi leverages this venue to exhibit how they seamlessly merge technology and adaptability into their latest automotive styling concepts.

Portrait Milano Hotel
Corso Venezia, 11
20121 Milano MI
Italy

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2025-03-24 18:55