Newsroom

• 17-year-old Year One student Ngo Quynh Phuong has won the opportunity to meet Hyundai Global Design team, having emerged as champion of the inaugural design competition organized by HMGICS with LASALLE College of the Arts (LASALLE).
• Open to all all LASALLE Diploma in Design for Communication and Experiences students, this competition highlights Hyundai Motor Group's dedication to fostering design talent and supporting the next generation of designers in Singapore.
• The mentorship and contest are part of a range of CSR initiatives launched in August 2024, aimed at empowering local youth and enriching communities through a multi-year partnership with the President’s Challenge.

SINGAPORE, November 27, 2024 - Hyundai Motor Group Innovation Center Singapore (HMGICS) today announced the winner of their inaugural IONIQ 6 design competition as part of an ongoing partnership with LASALLE College of the Arts (LASALLE) to offer learning opportunities and increase exposure to real-world industry applications. The competition featured students from LASALLE's Diploma in Design for Communication and Experiences program, each tasked with creating original car decal designs for the Hyundai IONIQ 6. Five finalists received mentorship from renowned Singaporean urban artist and illustrator Toby Tan (@tobyato).

“By empowering talent in Singapore in automotive design, HMGICS is committed to shaping a sustainable future where creativity and technology converge to redefine mobility and incorporate design thinking beyond imagination. Our continued commitment to joint growth with Singapore by empowering local talent in designing the future in automotive innovations is enhanced by our partnership with LASALLE and we look forward to what we can create together,” said Dr Hyun Sung Park, CEO of HMGICS.

After qualifying as one of the top five finalists, first-year LASALLE student Ngo Quynh Phuong stood out and was recognized as the winner. Phuong earned an all-expenses-paid, four-day trip to Seoul, South Korea, where she will explore design philosophy in a rapidly evolving modern world.

This competition highlights Hyundai Motor Group’s focus on integrating taste and vision into the inherent beauty, structure, proportion, and styling of vehicles. Open to all LASALLE Diploma in Design for Communication and Experiences students, this competition supports emerging designers and reflects Hyundai Motor Group's commitment to design excellence. HMGICS initiated an open call for the LASALLE 2024 cohort to create a design that complements the IONIQ 6, recognized as the World Car of the Year 2023, World Electric Vehicle 2023, and World Car Design of the Year 2023. This initiative not only emphasizes the importance of innovative design but also empowers young artists to embrace new challenges in pursuit of their ambitious aspirations.

Collaborating with local talent to inspire the next generation of talents

HMGICS collaborated with Singaporean urban artist and illustrator, Toby Tan (@tobyato), to inspire the next generation of artists. A renowned creative with prior experience designing for the automotive brand, Toby was selected as a mentor to guide the students while also collaborating with them on the final decal artwork for the car and a dynamic moving artwork. Having previously created vibrant artwork for the IONIQ 5, Toby’s involvement in this competition reinforces HMGICS’ ongoing commitment to elevating the visibility of art in Singapore and showcasing the real-world applications of innovative design. This initiative is a natural extension of HMGICS’ dedication to supporting and nurturing local communities.

In the first round of the competition, participants designed a complete car decal design for the IONIQ 6 which was judged for its creativity and artistic appeal, and product alignment to reflect the car’s design philosophy. The final five contestants underwent extensive one-on-one mentorship and feedback from Toby at the HMGICS design studio, backed by his background in graphic design and illustrating for commercial brands. The finalists also had a chance to ideate social media content to showcase their design concepts and processes behind the scenes.

“Partnerships with a global innovator such as HMGICS are essential in inspiring the next generation of designers, by exposing them to relevant challenges and design innovations for the future of mobility. Through the competition, our students had the opportunity to apply their skills in a practical setting, benefit from industry-leading mentorship and gain valuable insight not only into real-world design, but also the thinking and feedback process that goes into creating a successful collaborative work,” shared Nur Hidayah, Dean, Faculty of Design, LASALLE.

Leveraging Hyundai’s rich design heritage at Hyundai Motorstudio Goyang

As part of the all-expenses-paid trip to Seoul, South Korea, Toby and Phuong visited locations that emphasized design philosophy in a rapidly evolving modern world, including renowned museums and Hyundai Motorstudio Goyang. At Hyundai Motorstudio Goyang, they explored the car manufacturing process, focusing on the inspiration behind designing with motion. A highlight of the trip was the exclusive opportunity to meet with the designers behind the IONIQ 6—both exterior and interior—to gain direct insights and feedback on Phuong’s design, as well as to delve into the IONIQ 6’s design philosophy. Following these eye-opening experiences, Toby conducted a design workshop with Phuong, further enriching their creative journey.

“Going on the winning trip with HMGICS was the highlight of the whole experience as it opened my eyes to the beauty of design in Seoul and meeting with the Hyundai IONIQ 6 designers who earned the prestigious World Car Design of the Year award was beyond exciting and surreal. It was truly a unique experience that brought my school syllabus to life,” said Ngo Quynh Phuong, Year One LASALLE student and winner of the design competition.

Empowering the next generation through collaborative educational partnerships

Through partnerships with educational institutions such as LASALLE, HMGICS aims to provide students with valuable experience in branding and marketing, using a car model that has earned the prestigious World Car Design of the Year award. Moving forward, HMGICS will collaborate with LASALLE students to create content centered around the IONIQ 6, adding a distinct local touch. The competition is just the starting point for HMGICS and LASALLE’s partnership.

In tandem with research and development, engineering, and advanced technologies, design also plays a crucial role in influencing consumers' purchasing decisions. Hyundai Motor Group leveraged its international award-winning design team to further its commitment to fostering a culture of design thinking among the next generation of budding talents.

Extending beyond vehicles, these educational initiatives seek to cultivate a collaborative environment where creativity can flourish by encouraging young talents to push the boundaries of design and explore where art, technology and mobility can work together for future-forward innovations.

“As a local artist, it is both humbling and exciting to collaborate with Hyundai and LASALLE to blend art and innovation as well as create a dialogue between cultures and design disciplines. By teaming up with Phuong to transform her winning design into a collaborative artwork, I hope to bring a unique perspective that honors both tradition and the future of design,” shared Toby Tan, local artist and mentor for the inaugural design competition.

A public display of the styled IONIQ 6 in the winning car decal and collaborative design by Toby and Phuong will be held in Q1 2025.