DRIFT Returns to Milan Design Week With Audi-Backed Installation

Unveiling an interactive piece that responds to visitors’ movements.

Events
0 Comments

After a 10-year absence, Amsterdam-based studio DRIFT is back at Milan Design Week with a new installation created in partnership with Audi. Titled Drift Us, the work is part of Audi’s House of Progress program and is installed in the courtyard of the Portrait Milano Hotel.

The interactive piece responds to visitors’ movements, simulating the effect of wind across a field. As people walk through, robotic elements shift in sync, turning each step into a visible force. The goal is to highlight how humans shape their environment through motion.

“Without movement, there is no progress,” say DRIFT founders Lonneke Gordijn and Ralph Nauta. The installation mirrors natural rhythms—like breathing or a heartbeat—to offer a brief pause amid the design week crowds.

The collaboration reflects DRIFT and Audi’s shared interest in innovation through movement. Audi uses the space to showcase how it integrates technology and adaptability into its latest automotive design.

Portrait Milano Hotel
Corso Venezia, 11
20121 Milano MI
Italy

Read Full Article

What to Read Next

Perrotin Hong Kong Presents Emma Webster's ‘Vapors’ Solo Exhibition
Exhibitions

Perrotin Hong Kong Presents Emma Webster's ‘Vapors’ Solo Exhibition

Featuring 11 ethereal landscape paintings created during the Los Angeles wildfires.

Francesco Vezzoli Brings Karl Lagerfeld’s Memphis Vision Back to Life
Exhibitions

Francesco Vezzoli Brings Karl Lagerfeld’s Memphis Vision Back to Life

On view at Almine Rech Monaco from until May 24.

Huang Yulong Unveils ‘UPWARD’ Exhibition at Hong Kong’s Iconic Harbourfront
Exhibitions

Huang Yulong Unveils ‘UPWARD’ Exhibition at Hong Kong’s Iconic Harbourfront

Featuring 20 life-size sculptures that will be on view throughout the month.

Curator Alejo Benedetti on the Cultural Force of KAWS
Interviews

Curator Alejo Benedetti on the Cultural Force of KAWS

A behind-the-scenes breakdown of ‘FAMILY,’ now on view at Crystal Bridges Museum of American Art.

Atlantic Records Celebrates 75 Years with New Photobook

Atlantic Records Celebrates 75 Years with New Photobook

A 462-paged visual history of music’s greatest acts – from Ray Charles to Charli XCX.


Take A Look At The Skateroom's Dreamlike Jim Jarmusch Collab
Artworks

Take A Look At The Skateroom's Dreamlike Jim Jarmusch Collab

Available for a limited time only.

'WEIRD SENSATION FEELS GOOD: The World of ASMR' Is a Multi-Sensory Exploration
Exhibitions

'WEIRD SENSATION FEELS GOOD: The World of ASMR' Is a Multi-Sensory Exploration

Making its international debut in Asia with its stop in Hong Kong.

BMW Is Celebrating 50 Years of Art Cars at Art Basel Hong Kong
Features Interviews

BMW Is Celebrating 50 Years of Art Cars at Art Basel Hong Kong

In an exclusive retrospective conversation, Hypebeast sits down with Dr. Thomas Girst, global head of cultural engagement at BMW Group to discuss the Art Cars’ initiatives over the years.

'Future Pastime' Spotlights Iconic Illustrations of 'Blade Runner' Artist Syd Mead

'Future Pastime' Spotlights Iconic Illustrations of 'Blade Runner' Artist Syd Mead

Highlighting cinematic illustrations that inspired the likes of George Lucas and Joe Johnston.

Gongkan Muses on the Surrealism of Social Life at Tang Contemporary Art
Exhibitions

Gongkan Muses on the Surrealism of Social Life at Tang Contemporary Art

Painterly play on “right person, wrong time.”

More ▾
 
We got you covered. Don’t miss out on the latest news by signing up for our newsletters.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.