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.
[ads id=”0″ style=”float:left;padding:9px;”]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.