Hyundai Motor to Energize Milan Design Week
with Kinetic Artwork
- Hyundai Motor to unveil second part of ‘Sculpture in Motion’ project on April 13
- A new kinetic installation forms a living wave, celebrating fluid motion as art
March 23, 2015 - Hyundai Motor Company is to participate in the 2015 Milan Design Week, opening on Monday April13, with a new artwork that celebrates the relationship between movement in the natural and automotive worlds.
On the opening day of the show Hyundai Motor will unveil its all-new kinetic art installation, which is part of its ‘Sculpture in Motion’ project. Sculpture in Motion is Hyundai Motor’s ongoing collaborative project with artists that help consumers experience and connect with its ‘Fluidic Sculpture’ design philosophy. The ‘Sculpture in Motion’ project name encapsulates motion within a space and between spaces – hinting at how Hyundai Motor is sharing art by bringing displays to different cities around the world.
This year, bringing movement to life, the latest installation - entitled ‘Helio Curve’, takes on the form and motion of a continuously moving wave, with wooden blocks connecting to mimic a living organism, demonstrating the way a ‘moment of motion’ can take a more tangible, sculptural form.
Collaborating with Hyundai Design Center, California-based artist Reuben Margolin has created an engaging and immersive large-scale kinetic installation that combines the logical world of mathematics with the complex movements, structures and sensuousness of nature.
To maximize the impact of Helio Curve, Hyundai’s Sound Design Research Lab has developed the ‘Sculpture in Motion 2.0 Soundtrack’ which takes inspiration from the new artwork’s movement and pays homage to nature’s vibrant yet tranquil energy. The Soundtrack will make its premier during a special DJ Show on April 13 when the new artwork is revealed.
Full details of Helio Curve will be released on April 13.
Hyundai Motor at 2015 Milan Design Week
Press Day Monday April 13, 18:00, Artwork reveal event
Professional Days Tuesday April 14 - Saturday April 18, 10:00-21:00
Public Day Saturday April 18, 10:00-21:00 ~ Sunday April 19, 10:00-18:00
Location Superstudio Più, Art Point Hall, Via Tortona 27
Online information milan2015.hyundai.com
Milan Design Week
Launched in 1961, Milan Design Week is held every year in April, featuring the latest in furniture and design from countries all over the world. It is considered the largest event of its kind with as many as 13,000 of the world’s leading furniture designers showcasing their latest designs in a single event.
About Hyundai Motor Company
Established in 1967, Hyundai Motor Company is committed to becoming a lifetime partner in automobiles and beyond. The company, which leads the Hyundai Motor Group, an innovative business structure capable of circulating resources from molten iron to finished cars, offers top-quality best-sellers such as Elantra, Sonata and Genesis. Hyundai Motor has eight manufacturing bases and seven design & technical centers worldwide and in 2014, sold 4.96 million vehicles globally. With almost 100,000 employees worldwide, Hyundai Motor continues to enhance its product line-up with localized models and strives to strengthen its leadership in clean technology, starting with the world’s first mass-produced hydrogen-powered vehicle, ix35 Fuel Cell.