In light of the 2013 Guangzhou auto show for the Innovation Exhibition held in China, German auto manufacturer giant AUDI A.G. has enlisted the help of New York-based creative director, artist and composer Sebastien Leon to creating an installation called The Conference of the Birds which will highlight the new and updated innovations of the AUDI R8's extra light frame that reduces fuel consumption while highlighting the company's sustainability concerns through reduced aluminum use.
To achieve the installation's artistic expression, Leon fills up an entire room with more than 1,000 silver foil balloons filled with air or helium. The installation's name, The Conference of the Birds, came from the need to represent the lightweight nature of the car's body, while exuding an element of awe through the suspension of the vehicle's body form the ceiling, where Leon fitted 15 speakers around the installation that form an electronic symphony.
Lightweight Vehicle Installations
Leon Shows Us Audi's Light Frame by Hanging it from the Ceiling
Trend Themes
1. Sustainable Vehicle Design - Disruptive innovation opportunity: Develop lightweight vehicle frames using alternative materials to reduce fuel consumption and increase sustainability.
2. Artistic Installations in Auto Shows - Disruptive innovation opportunity: Collaborate with artists to create visually stunning installations that showcase the latest innovations in automobile design.
3. Experiential Advertising - Disruptive innovation opportunity: Use immersive installations and interactive experiences to engage audiences and communicate brand messaging at events and exhibitions.
Industry Implications
1. Automotive - Disruptive innovation opportunity: Incorporate lightweight materials such as aluminum and carbon fiber into vehicle manufacturing processes to improve fuel efficiency and reduce emissions.
2. Fine Arts - Disruptive innovation opportunity: Explore collaborations between artists and brands to create unique installations that merge art, technology, and design.
3. Marketing and Advertising - Disruptive innovation opportunity: Experiment with unconventional advertising tactics, such as immersive installations and experiential marketing, to create memorable brand experiences.