Audi returns to Milan Design Week with the highly anticipated House of Progress, a space that highlights the brand’s commitment to sustainability, innovation, and the future of mobility. From April 7 to 13, Audi’s creative hub is set in the iconic Portrait Milano at Corso Venezia 11, showcasing its vision for the future in the context of INTERNI’s CRE-ACTION exhibition-event, part of FuoriSalone 2025. This year, the House of Progress once again confirms its place as a central destination at Milan’s premier design event.
For the first time presented by Audi in 2017, the 16th-century complex—once an Archiepiscopal seminary—provides the perfect setting for the automotive brand to communicate its ever-evolving narrative of technological innovation. Audi’s approach to the future of mobility has consistently emphasized sustainability, efficient production, and renewable energy. This year, the focus shifts to the concept of flexibility, demonstrating how advanced technology can adapt to the needs of a changing world.
Audi’s narrative of flexibility and adaptability is brought to life through a captivating site-specific installation entitled Drift Us, created by the Dutch artist duo DRIFT. This interactive artwork blends light, sound, and motion to offer an immersive experience that reflects the natural world’s constant state of motion. The installation consists of twenty-two luminous stems, which respond to visitors’ movements as they flow through the space, creating an evolving choreography. The stems bend and sway in sync with the visitors, mimicking the movement of wind across a field of grass, reminding us of the necessity to adapt to and evolve with our environment.
At the heart of this installation is the concept of flexability, a fusion of flexibility and ability. The artwork invites visitors to engage with their surroundings and reflect on the impact of their actions on the environment. It offers a dynamic perspective on balance—not as a static state, but as an ever-evolving process. Audi’s vision for the future of mobility is clear: transformation is achieved not through extremes, but by harmonizing with the context. The future, according to Audi, is a collective journey—shaped by collaboration and mutual influence.
The House of Progress at Portrait Milano is just the beginning of Audi’s multifaceted presence at Milan Design Week. The brand also extends its narrative to the MonteNapoleone District, a space where Audi has maintained a longstanding partnership since 2014, as well as at the University of Milan, another iconic venue in FuoriSalone. Here, a scaled version of flexability will be displayed, further expanding Audi’s vision of technological and environmental synergy.
In addition to its immersive installations, Audi is co-producing CRE-ACTION, an exhibition-event curated by INTERNI. This collaboration underscores Audi’s commitment to innovation and sustainability, continuing its strong presence at Milan Design Week.
Audi’s House of Progress invites all to explore the future of mobility through the lens of flexibility, collective harmony, and the power of human interaction with technology and nature. It is a celebration of progress, innovation, and the importance of evolving together with the world around us.
For more information about Audi’s participation in Milan Design Week and the House of Progress, visit Audi Milan Design Week.
