Automotive brand Audi has partnered with architecture practice Zaha Hadid Architects to present an installation during the 2026 edition of Milan design week.

Titled The Origin, the firm describes the installation as its "portal to the future", informed by its new brand strategy.

Located in the courtyard of the Portrait Hotel Milano, The Origin seeks to conceptually represent the principles of Audi's new design philosophy: clarity, technicality, intelligence and emotion.

Zaha Hadid Architects designed the installation to draw attention to the issue of sensory overloads, offering visitors a moment to pause and reconnect with themselves.

Audi x Zaha Hadid Architects takes place from 20 to 26 April 2026 at Corso Venezia 11, 20121 Milano, Italy.