Audi and the LEGO Group at Design Miami

“The extra hour” installation by Audi and the LEGO® Group at Design Miami

Audi Lego Exhibition 2016More freedom thanks to more time: the central customer benefit offered by autonomous driving is being showcased by Audi at this year’s Design Miami/ exhibition, being held November 30 to December 4, 2016. Audi worked together with the LEGO Group to develop “The extra hour” installation specifically for the exhibition.


Self-driving cars relieve the strain on drivers while also giving them precious added time, since their hands and minds are freed up for other things during the drive. As a result, the Audi of tomorrow will become a place to work, relax and enjoy experiences.


At Audi, this time gain is symbolized by the 25th hour – “The extra hour”. At Design Miami/, Audi partnered with the LEGO Group to give this new freedom a visual form with an installation. The Audi RS 7 piloted driving concept, placed at the center of a giant clock face, represents the focal point of this brand presentation. Also on display: The giant numeral “25”, made completely from LEGO bricks.

Audi LEGO exhibition 2016

“Audi and the LEGO Group share a passion for innovation and inventiveness,” said Nils Wollny, Head of Digital Business Strategy & Customer Experience at AUDI AG. “This passion is also especially valuable in the development of new products and business models that relate to autonomous driving.” William Thorogood, Senior Innovation Director at LEGO Creative Play Lab, added: “We hope to inspire the imagination and creativity of the visitors with this installation and encourage them to allow themselves this break from their everyday routine. The 25th hour is the perfect time for that.”


Design Miami/ is being held November 30 to December 4, 2016, in Miami, Florida. It is viewed as a worldwide design forum and each year draws the most influential art collectors, gallery owners, designers, curators and critics from all over the world to Miami. Audi has been the exclusive automotive partner to the exhibition since 2006.