// The Brief
I was commissioned by Audi to establish a collaborative space in partnership with M7 Gallery in Doha, Qatar, following the theme of ‘House of Progress.’ This concept, known as the ‘House of Progress,’ has been successfully replicated in various global locations, including Milan Design Week, Singapore, and Montreal.
// Solution
The concept for ‘House of Progress’ in Qatar entailed an amalgamation of contemporary Qatari design elements with Audi-themed installations. This collaboration included artwork by the renowned Qatari female artist, Bouthayna Al Muftah, notable for her contributions to the FIFA World Cup advertising campaign and logo design.
// Results
Audi Qatar made its official debut in Doha at the renowned M7 venue in Msheireb, unveiling the ‘House of Progress’ brand space. As part of this presence, Audi offers an immersive experience from its global design center, centered around conversations about progress, digitalization, leadership, and design, while showcasing notable local personalities.
