Audi Takes On Digital Design

Audi Installation Lucid Flux by Moritz Waldemeyer

Moritz Waldemeyer

Yesterday, Audi hosted a press round table with Stefan Sielaff (Head of Design for Audi AG) and Moritz Waldemeyer (who designed their installation Lucid Flux).  Journalists, gallerists and designers took part in the event.

The discussion focused on digital design and how it will translate to the home and retail space in the future.  The round table explored whether tech design will impact human behavior and if brands that focus on tech design can inject personality, character and emotion into their projects.

Things got lively when Bernhard Neumann (Head of Event Marketing for Audi AG) was talking about the importance of connectivity and a prolific journalist at the table thought it was more important to discuss ‘not connecting’.

At the event, Stefan Sielaff also was waxing poetic about “technology’s ability to be romantic” and how “technology does not have to be soulless”.