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The extra hour / Installation & exhibition

The extra hour
The extra hour

Discipline: Communication

Discipline: Communication

The central customer benefit of autonomous driving – More time and hence more freedom – was showcased by Audi at Design Miami/2016. Self-driving cars relieve the strain on drivers while giving them precious added time, since their hands and minds are freed up for other things during the drive. At Audi, this time gain is symbolized by the idea of the 25th hour – “The extra hour” in the day. Audi partnered with the LEGO Group to give this new freedom a visual form. The Audi RS 7 piloted driving concept, placed at the center of a giant clock face, represented the focal point of this installation. Also on display: A giant numeral “25”, made completely from LEGO bricks.

  • TARGET GROUPS Consumer / User

  • TARGET REGIONS Asia, Europe, North America, South America

  • DEVELOPMENT TIME up to 12 months


Client / Manufacturer


Ingolstadt, Germany

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The LEGO Group

The LEGO Group
Billund, Denmark

William Thorogood, Simon Wiscombe, Henrik Daae, Carol Tang, Jaume Fabregat