At Design Miami/ 2016 Audi presented 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.
The installation displayed that notion of the new time granted by self drive technology, the visitor flow of the installation was planned to invite users to come in and get creative in the use of that new time.
Time perspective matters, as so the piece engages with visitors at multiple distances and angles, while the numbers are properly seen only from certain angles, distance allows to discover details that invite users to participate in the installation building and playing with the LEGO bricks as an analogy of the given time by the self driving technology. It was a long and interesting concept development process with lots of iterations and discussions with the team at Audi.
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
Company : LEGO System A/S and AUDI AG
Product: Design Miami The Extra Hour
Team: LEGO Creative Play Lab
Released : November, 2016