Hyundai Motorstudio Seoul Showcases ‘Ensemble’ -
A Unique Perspective On The Modern Motor Car
- Hyundai Motorstudio’s New art installation highlights precision and passion in engineering
- Unique creation provides detailed view of inner workings of Genesis Coupe
- Hyundai Motorstudio Seoul also renews its 'Car Rotator' exhibit
- Gallery promotes Hyundai brand and automotive culture through art works
June 10, 2015 - Hyundai Motor has unveiled a major new art installation at the Hyundai Motorstudio Seoul, highlighting precision and passion in engineering and offering a truly unique perspective on the modern automobile.
Called ‘Ensemble’, the artwork has been produced by South Korea’s popular media artist group Everyware. It brings alive the beauty of machinery by displaying the many components of Hyundai Motor’s Genesis Coupe in stunning detail. The car is displayed as if time stopped at the point of an explosion, with scattered components supported by intricately jointed steel pipes.
To create an immersive experience for visitors at Hyundai Motorstudio, artists of Everyware Hyunwoo Bang and Yunsil Hur have also created a network of miniature roads that wind around the car inside and out, on which tiny cars equipped with cameras can explore every inch of the exhibit. These cameras transmit real-time videos onto multiple screens on the adjoining walls for audiences to experience the car from a truly unique perspective.
Won-Hong Cho, Executive Vice President of Hyundai Motor, commented, “We planned the exhibition to convey our brand direction ‘Modern Premium’ which is providing new experiences and values that go beyond customer’s expectations through ways that are unique to Hyundai Motor.”
The Everyware artist group is famous for imagining art in which people and machines coexist. For the ‘Ensemble’ installation, elements of the vehicle are viewed in a way that echoes perspectives on architecture, with engineering constantly reimagined through changes in the viewing angle. This large-scale artwork continues Hyundai Motor’s philosophy of allowing communication and collaboration with its customers, to shape the future of automotive culture.
The Hyundai Motorstudio Seoul is also renewing its iconic Car Rotator installation, which currently frames the building with nine Sonata cars suspended at varying angles on different floors. The cars will be replaced by other models such as the Genesis, Sonata and i40 on third, fourth and fifth floors respectively as a nod to the flexibility and ingenuity of the Hyundai Motorstudio Seoul concept.
The new ‘Ensemble’ exhibition will be held until September 30, with further details available at http://motorstudio.hyundai.com.
About Hyundai Motor
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.