Hyundai Motor communicates with art

Hyundai Motor will hold “SIM: Sculpture in Motion,” an exhibition at the Dongdaemun Design Plaza through Jan. 10, where the Hyundai Motor brand and design philosophy will be shared with the public. / Courtesy of Hyundai Motor

By Park Jin-hai

Hyundai Motor, which recently launched its luxury Genesis brand and toils to boost its brand image, will hold an exhibit of its design philosophy, aiming to let the art pieces do the talking.

Titled “SIM: Sculpture in Motion,” the exhibit will be held at the Dongdaemun Design Plaza until Jan. 10, where the Hyundai Motor brand’s DNA and design philosophy will be on display to the public.

The exhibit will be comprised of three parts.

“Fluidic,” the company’s first Sculpture in Motion project introduced at Milan Design Week in 2013, and “Helio Curve,” showcased at Milan Design Week this year, will be displayed. The two collections have received the Red Dot Design Award.

“Fluidic symbolizes the process that creates something from nothing, which portrays Hyundai’s design philosophy of endless creativity and evolution,” said the company.

In addition, The Music of Motion will allow visitors to listen to 20 soundtracks, directed by composer Park Do-young, an in-house sound designer with Hyundai Motor Sound Design Research Lab.

Reflecting the brand’s future and vision through design and performance, Hyundai’s four concept cars, including the HCD-1 classic roadster that debuted at the 1992 Detroit Motor Show, will be on display.

Hyundai will then take the exhibit on a world tour to interact and communicate with consumers around the world.

“This exhibit will feature not only vehicle design but also beautiful objects that Hyundai’s design language has been reflected on,” said the company official. “We would like to carry on with works that could promote Hyundai design DNA continuously.”

Admission is free. For more information, visit its homepage at https://www.simseoul.hyundai.com