From 7 to 13 April, Audi returns with its creative hub House of Progress in Corso Venezia 11, housed in the evocative spaces of Portrait Milano, the 16th-century complex – once an archiepiscopal seminary – that Audi opened to the public for the first time in 2017.

Today, this iconic location is one of the venues of the INTERIN CRE-ACTION exhibition-event and a landmark of the FuoriSalone 2025.
This year, the House of Progress will be animated by the Dutch design studio DRIFT, which has designed an immersive and interactive installation entitled Drift Us, interpreting the concept of transformation in line with Audi's DNA.

Telling Flexability
Co-producer of Interni exhibition-events for 12 years, Audi has expressed its vision of the future of mobility for several editions of the FuoriSalone, with the aim of making the entire industrial process sustainable and developing vehicles powered by renewable energy.

This year, the brand evolves this narrative by presenting a work capable of translating the concept of flexability – a fusion of flexibility and ability – which represents technological flexibility as a key tool in its strategy.

 

To give shape to this dual-soul idea, DRIFT created Drift Us, an immersive and interactive experienceinspired by the movement of grass bent by the wind.

The installation is composed of twenty-two luminous elements that activate and produce sounds as visitors pass by, metaphorically transforming them into the wind itself.

The visitor experience
With Drift Us, the designers invite the public to directly experience the relationship between humans and nature, an ecosystem in continuous regeneration, evolution and change.
The luminous stems react to the movements of the public, bending and evoking the ability of natural elements to adapt harmoniously to different situations. Light and sound synchronize with the environment and the cars on display, creating a fluid dialogue between people and the surrounding space.

The result is an installation that stimulates collective interaction, in which each element contributes to the overall movement, emphasizing the concept of dynamic balance.

DRIFT's work is an invitation to rethink balance not as a static state, but as a continuously evolving process, in line with the pay-off of the flexability project, “The balance of many”: a balanced dynamism that arises from the interaction between individuals, technology and the environment.
Drift Us and Audi's vision: towards a collective balance.

In this perspective – which also reflects Audi's vision – the future is not built through extremism, but through the ability to evolve in harmony with the context. And this transformation is never an individual process, but rather the result of a collective balance, a system of forces that influence, collaborate and support each other.