To launch this year's London Design Festival, the organizers commissioned Clemens Weisshaar and Reed Kram to design an installation for Trafalgar Square in the center of the city.
Supported and enabled by Audi, Outrace enables the public to take control of eight industrial robots - on loan from Audi's manufacturing line in Ingolstadt - which have been equipped with light heads which can write messages in light.
Visitors to the square, as well as a global audience, can send three-dimensional light messages through the installation via www.outrace.org from 16-23 September.
The eight tentacles have been fitted with LED lights which can write messages in light which can be broadcast via the website.
Ed Vaizey MP, Minister for Communications, Culture and Creative Industries, will be sending the first message to Outrace at 7.45pm GMT on Thursday evening. He commented: "The London Design Festival showcases the city as the capital of the creative world, so it is an honor to be switching on the festival's centerpiece."
Peter Schwarzenbauer, Audi Board Member, added: "It is appropriate that Audi has supplied the manufacturing robots for Outrace. The installation is at the forefront of vibrant modern design, a groundbreaking project which mirrors Audi's long-standing philosophy of Vorsprung durch Technik (advancement through technology)."
The London Design Festival runs from 18-26 September with over 240 participating organizations, events, launches, talks and tours.