Audi trumped the LA Auto Show with impeccable timing, unveiling the 2011 Audi A8 at the Art of Progress, an event held on the opposite coast inaugurating Design Miami and Miami Art Basel.

Audi is an established part of Art Basel as title sponsor of Art Basel for the past four years, but this is the first car they’ve revealed outside of a traditional auto show setting. It makes perfect sense to use an event that is essentially Audi branded to woo design and art devotees, while adding emphasis to the aesthetic of the redesigned car.

The Audi A8 is the German automaker’s flagship sedan, a lustrous powerful full-bodied creature, completely redesigned from the engineering DNA to the exterior skin. The outside is sculpted to refined proportions that join together in a distinctive grille, using a linear format to juxtapose the bulbous contours.

The interior is made up lush materials that position new technologies in an unobtrusive way, balancing classic leathers and woods with the buttons and whistles of the multi-media interface and a refined option for Bang & Oluffson stereo system with 19 speakers.

Audi’s biggest story with the A8 is what isn’t seen — the massive fuel economy improvements for a car that operates in the US with a big 4.2-liter FSI V8 engine. There’s more power here (372 horses) and an eight-speed Tiptronic gearbox that still manages to cut fuel economy, with reductions ranging from 13 to 22 percent. Lightweight materials like the aluminum Audi Space Frame (ASF), weighing about 40 percent less than a comparable steel structure, are partially accountable for this engineering coup. The A8 is leaner and meaner car that has the language of Audi’s latest slinkier reveals.

By creating the exhibition space deemed The Art of Progress, Audi reached beyond the confine for a generally traditional corporation — a point that will go unnoticed by car journalists in search of nuts and bolts. Over 900 international media were brought in for the unveiling — most of them are auto inclined. (I did meet a few German art critics.)

What Audi achieved was an event that had real artistry and design nuances. Famed art collectors, the Rubells, curated the exhibition that matched Audi design speak with art world luminaries. The Rubells are a savvy couple that have devoted their lives to acquiring one of the world’s most coveted art collections. The best part is that in their travels far and wide there known to fly coach in pursuit of their next great piece. The Miami-based Rubell Family Collection is a testament to their painstaking efforts. Audi invests in their show that opens Thursday Beg, Borrow and Steal.

Kehinde Wiley

More than a tag-along to an existing marketing partnership, the event had depth to it that went beyond branded materials. Kehinde Wiley’s piece was the first glance patrons have when they arrive in the space.

Celebrities were escorted in the premised, but remained low key including the likes of Twilight’s Kellan Lutz, Chris Noth, Pharrell and Christina Ricci. Host Lucy Liu moderated a round table with Audi Design Chief Stefan Sielaff, Design Miami Director Craig Robins and designer Tom Dixon that at times seemed choreographed. The conversation touched on few interesting points by the panel about the importance of design and taking the unusual paths to build something innovative.

Audi Chairman of the Board Rupert Stadler introduced the redesigned A8 with car speak that sounded more like auto show territory again. But Tom Dixon’s dramatic light installation was a sight to see as the car descended from the ceiling — and alas cars, art and design converge.

The Art of Progress Pavillion
Audi Pavilion
46th & Collins Avenue
Miami Beach

December 2 through 5, 2009
Open daily from 12-8 pm

We’ll be bringing more on Audi’s Art Basel connections and the 2011 Audi A8 soon enough.

Audi on Gotryke:Audi S4

Car & Driver was there.Jalopnik was there.Coolhunting was there.AutoBlog was there.

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