We wanted to share details of an exciting moment taking place at Portrait Milano during Milan Design Week. Audi will be activating within the property from April 20 to 26, bringing a major installation and a series of key previews to the space. We would be delighted to see any potential coverage highlighting Portrait Milano as one of the central locations for this activity.

• Italian public preview of the Audi R26 Formula 1 single seater and premiere of the Audi RS 5: Audi hybrid technology at the pinnacle of performance
• Origin: the gateway to Audi's future inspired by its new design strategy, created by Zaha Hadid Architects as part of the INTERNI “Materiae” exhibition
• From April 20 to 26 Audi will be at Portrait Milano with the Audi Design Hub, a space for reflection and dialogue between design, innovation, and emotion
• From the University of Milan to the Montenapoleone District, Audi's presence across Design Week
• Audi Italia has been co producer of the INTERNI FuoriSalone exhibition event for 13 years
• Content and updates available on myAudi.it

On the occasion of Design Week, from April 20 to 26 Audi renews its presence in Milan as co producer of INTERNI within the FuoriSalone for the thirteenth consecutive year through the Audi Design Hub. This commitment confirms Audi's intention to bring mobility to the center of social debate, highlighting the essential relationship between design, innovation, and changes in contemporary society.

Across the streets of Milan, Audi's presence in the design capital takes shape through the brand's touchpoints in a journey that starts at the University of Milan, home to the INTERNI “Materiae” exhibition event, passes through the Montenapoleone District, and arrives at the iconic Portrait Milano, just months after the world premiere of Audi Concept C, the first expression of the brand's new design philosophy.

Confirming its role as one of the key locations of Milan Design Week, Portrait Milano will host the new installation “Origin”, created in collaboration with Zaha Hadid Architects. The installation represents a gateway to the brand's future, inspired by the values of clarity, technicality, intelligence, and emotion, the principles of Audi's new design philosophy.

Audi's presence at Milan Design Week focuses on the theme of sensory overload, one of the critical issues of contemporary society, where constant noise can limit the ability to pause and reflect. In this context, “Origin” offers a moment of reconnection, emphasising how design can strip back the superfluous and bring clarity to complexity.

Inside the Audi Design Hub, alongside the “Origin” installation, the dialogue between design, innovation, and emotion is further enriched by the Audi Revolut F1 Team single seater, which debuted in March in the Formula 1 World Championship, and the new Audi RS 5, the first plug in model by Audi Sport.

These two interpretations of hybrid technology, at the highest level of motorsport and on the road, are presented to the Italian public in an exclusive preview, demonstrating how performance can evolve while maintaining responsible efficiency.

The installation
The immersive architecture “Origin” by Zaha Hadid Architects is conceived as a gateway to Audi's Radical Next design philosophy. Its geometries translate the essence of progress into space, leaving only what is essential.

The project appears as an object that dialogues with the courtyard of the former Archbishop's Seminary, offering an abstraction of the multidisciplinary dimension of Audi design. Its architecture embodies the four pillars of the brand's new design philosophy: clarity, technicality, intelligence, and emotion.

The matte metallic skin, reminiscent of technical materials such as titanium, absorbs and reflects the tones of its historic surroundings, creating a dialogue between contemporary technology and cultural heritage, and inviting visitors to step into what lies ahead.

Italian preview of the Audi Revolut F1 Team R26

In a preview for the Italian public, Audi presents the R26 single seater of the Audi Revolut F1 Team, which debuted in the Formula 1 World Championship last March, marking Audi's first entry into the top tier of motorsport with a hybrid power unit.

Audi's commitment to Formula 1 represents far more than a new sporting chapter. It is a statement of identity and a key part of the company's transformation, reflecting a wider technological and cultural evolution.

National premiere of the Audi RS 5
Alongside the R26, in Portrait Milano's Piazza Audi presents the new RS 5 to the Italian public. This model is the first plug in hybrid RS in history, reaffirming Audi Sport's approach to performance, prestige, and everyday usability.

The plug in hybrid system pairs a V6 2.9 TFSI biturbo engine with an electric motor, delivering a combined output of 639 hp and 825 Nm of torque. The evolution of quattro all wheel drive enhances agility, stability, and overall driving dynamics.

The Audi RS 5 will arrive at Italian dealerships in the third quarter of 2026.

Audi as co producer of INTERNI
For the thirteenth consecutive year, Audi confirms its role as co producer of the exhibition event curated by INTERNI magazine within the FuoriSalone. The theme of the 2026 edition is “MATERIAE”, highlighting multidisciplinary collaboration across design and architecture.

Collaboration with Montenapoleone District

Building on its relationship with the Montenapoleone District since 2014, Audi confirms its presence along the iconic street with a teaser installation introducing the concept of the main installation at the Audi Design Hub.

Visuals across Milan

Until April 26, Audi's presence will also be highlighted across Milan with large scale billboards in locations such as Corso Europa and Corso Venezia, guiding visitors through the city.

Audi at Milan Design Week online
From April 20, Audi's Design Week activity will be shared through photos and videos on myAudi.it, alongside updates across Audi Italia's official social channels.

Please do let me know if you would like any additional information or imagery.
 
ENDS
 
For more information on Portrait Hotels and Resorts, press visits or interviews with the team, please contact: portraituk@masonrose.com
 
Portrait Milano 
Portrait Milano is the flagship of the Lungarno Collection, after Rome and Florence. In 2022, Portrait Milano opened not just a hotel, but a real destination in the heart of Milan. In the impressive building of the former archiepiscopal seminary, carefully restored by architect Michele De Lucchi, 73 rooms and suites designed by architect Michele Bönan exude Portrait's bespoke hospitality.  
 
The Longevity Spa, the first urban spa of its kind, is a fusion of high-tech biohacking and the holistic vision of the Blue Zone philosophy, while the newly introduced Portrait Signature Yoga Experience allows guests to enjoy guided in-room yoga practices designed to promote wellbeing, balance and relaxation in complete privacy. 
 
At the center of this magnificent structure is Portrait Milano's Piazza, with an area of over 2,800 m², which opens onto the city and creates a new promenade linking Corso Venezia with Via Sant'Andrea, one of the most important streets in the fashion district. The elegant 17th century colonnade is enriched by the restaurants 10_11 and Beefbar as well as the boutiques Antonia Milano and SO-LE STUDIO. 
 
Rates: rooms starting from €950 per night (approx £820), based on two adults and excluding breakfast