After successful stops in Tokyo, São Paulo and Milan, Audi brought their House of Progress installation to Montreal in mid-October. An immersive experience highlighting Audi’s current e-tron lineup, House of Progress offers a glimpse of tomorrow’s first-class automotive comfort.
The setting was the massive hall of the Gare Dalhousie, the historic train station. After exploring Performance and Design areas, guests stepped into the main room, its walls draped in fabric and lit into smooth, futuristic curves.
“Welcome to the future of mobility” was projected onto a cylindrical scrim in the middle of the historic Gare Dalhousie train station. Then, the lights dimmed, the music rose, and–poof!–the scrim disappeared in a cloud of smoke, revealing the centerpiece – the stunning and sleek Grandsphere concept car. Guests broke into spontaneous applause.
The Grandsphere is Audi’s answer to the question, "What will the car of the future look like?" It's Audi's interpretation of the sedan of the future – all-electric, digital and intuitive, with recessed seats and wide glass surfaces providing a spacious, open experience.
“Audi’s creating a driving experience that is sustainable, digitally networked, automated and caters to human needs,” said Vito Paladino, Audi Canada President. “We’re building on the current progress with a commitment to continuous innovation.”
“It was important to us to engage with Canadians across the country,”he added, “by providing a platform for productive discussions about the future and what needs to be done to move us all forward. Our aim now is to ensure these meaningful conversations continue.”
First was “Digitalization: A Conversation about Technology and Human Centricity,” as Audi brought together three thought-leaders – Geoffrey Bernard, head of data science and analytics for La Presse, the French-language newsroom; Nino di Cara, founder and president of Electric Autonomy Canada; and Myriam Côté, a strategic consultant who focuses on the ethical, socially responsible use of AI. Rabii Rammal, columnist at La Presse and TV host on Télé-Québec, moderated.
They discussed the coming challenges of autonomous and semi-autonomous cars, and the role of the car in a changing society. A key issue, they felt, is the speed of technological change and how comfortable people are in adopting – and adapting – to it. Another concern – the interplay of control and responsibility between a car’s computer and its driver. As Nino put it. “We’re at the beginning of this relationship, when vehicles can communicate with infrastructure, with people, with each other. It’s going to transform our society when we have self-driving cars. It’s going to be more than just calling robo-taxis.”
“Design: A Conversation about the Art of Human Connection” was the second panel, featuring Jason Battersby, exterior designer of the Grandsphere; Jay Pitter, an award-winning placemaker whose practice mitigates growing urban divides; Omar Gandhi, an award-winning architect in eastern Canada who focuses on “climate, culture, and context;” and Montreal-based artist Dan Climan, who “depicts the tension between the familiar and the unfamiliar;” with local talk show host, Elias Makos, moderator.
Can Canadian designers put sustainability at the core of design, while maintaining its premium nature? The panel agreed that clarity of purpose and a unified goal were critical for a design team to succeed, whether coping with COVID-based remote restrictions or building consensus in a community project. Battersby added, “Remember that everything we’re shaping is going to be enjoyed by other people; it’s not just ours.”
Performance was the third conversation, as Jason Battersby was joined by renowned astronaut Chris Hadfield, Olympic gold medalist Marnie McBean, champion race driver Valérie Limoges, and moderator Petrina Gentile, automotive journalist for the Globe & Mail, to discuss “Shaping a Sustainable World Without Compromise.”
While constant innovation may drive people to continually excel and outperform, Hadfield – talking about the stunning accomplishment of the James Webb telescope – said, “Unless you give yourself an audacious, challenging goal, progress is not going to happen.”
The final discussion was on the most important topic of all – sustainability. “The Importance of Sustainable Practices” saw Petrina Gentile welcome Julianna Greco, co-founder of Suppli, a company that facilitates the use of reusable food packaging; Spencer Reeder, Director of Government Affairs & Sustainability at Audi of America; and twins Byron and Dexter Peart, founders of online marketplace Goodee, that sells sustainable and ethically sourced products.
Starting with innovation in sustainable practices that can maintain our way of life, while lessening our impact on the environment, the panelists shared what they’re doing to drive towards a better future and how consumers can get on board. Greco pointed out the need for a sustainable code of ethics that makes shopping easy and convenient for consumers, and Byron Peart added they will naturally choose products that are beautiful and desirable.
Closing thoughts included Reeder, who spoke about Audi’s decision to “separate from the past and dive into the future,” putting $19 billion into electrification by 2026 and providing people with “that North Star pointing to where we can be.”
Discover more about Audi’s vision of the future of premium mobility here.
This story was produced by WIRED Brand Lab for Audi Canada.
