At Milan Design Week 2025, Dutch studio DRIFT unveiled Drift Us, a kinetic installation made in conjunction with Audi. This immersive work allows visitors to become active participants, transforming the experience into a symbiotic expression of both brands' philosophies on movement and innovation. Highlighting the essentialness of adaptability and human connection, the installation features synchronized motions reminiscent of nature's fluidity, conveying the message that progress is driven by movement. This marks DRIFT's notable return to the event after nearly 20 years, reinforcing their commitment to dynamic, experiential art fueled by cutting-edge technology.
As visitors move through Drift Us, their presence activates the environment. Filament-like bulbs sway in soft, synchronized waves, mimicking the natural motion of a grassy field.
DRIFT and Audi share the vision that innovation comes from moving people. In our highly complex and demanding world, flexibility and adaptability are key to be frontrunners in technological and at the same time human-centered innovation.
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