Motivated by a grandfather clock from the past,
‘Time Piece’ is reinterpreted as the modern grandfather clock mirroring Audi’s delicate details and its technical philosophy.
The overall design of ‘Time Piece’ with Audi’s simplified and moderate lines conveys the brand value of Audi.
The metal brushed lines are applied to the clock’s round face to show both its dignity and its dynamic image. The small holes on the clock’s face showing the time by letting out the lights adds a mystic aura to the clock.
Loading the movement manufactured with sophisticated technics of Audi inside of the clock, the interior of the clock reflects the intrinsic value of Audi’s slogan ‘Vorsprung durch Technik’ (Advancement through technology).
Time piece will become a Masterpiece containing the aspects of people who pursuit not only the outer looks of Audi but also the intrinsic value of the inner sides represented by the technics.
Audi Design Challenge Ceremony 2014 / DDP, Seoul