At Design Miami/ 2016 Audi presents The Extra Hour by LEGO®, inspired by the Audi RS 7 piloted driving concept. The Extra Hour is a metaphor for a new kind of freedom and control over time. The installation illustrates this idea: thirteen numerals arranged around the vehicle form a giant clock. The number 25 symbolizes the extra hour, enabled by piloted driving technology.
It was a long and interesting concept development process with lots of iterations with the design team at Audi that included (of course) lots of LEGO bricks
Company : LEGO System A/S and AUDI AG
Product: Design Miami The Extra Hour
Team: LEGO Creative Play Lab
Role: Concept Development
Released : November, 2016
The installation won the iF DESIGN AWARD 2018 in Comunication & Events.
The iF DESIGN AWARD is one of the most important design prizes in the world. It honors design achievements in all the following disciplines: Product, Packaging, Communication and Service Design, Architecture and Interior Architecture, as well as Professional Concept, User Experience (UX) and User Interface (UI)
The installation received media coverage at Design Boom