Cannes Lions

Hyundai Motorstudio Goyang – Kinetic Sculpture

ATELIER BRÜCKNER, Stuttgart / HYUNDAI / 2017

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Overview

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Credits

Overview

Description

The creative idea and challenge was to convey the Hyundai design philosophy ‘Creating Design from Movement’ via an interactive, dynamic space installation. It is located on the top floor of the building and stages the car design process of the brand Hyundai in a three-dimensional way. The kinetic sculpture conveys with its flowing movements a surprising experience. A holistic approach translates the philosophy in a narrative manner, stimulating the senses via light and sound, movement and interaction.

Execution

Visitors reach the ‘Design’ area at the third floor of Hyundai Motorstudio Goyang via a lift. There a film opens up to the exhibition area and draws the visitor into the car creation process. The 70 m long strip of monitors leads them to the kinetic sculpture and surrounds it. 1,411 shining aluminium rods, arranged in a tight gridwork pattern, occupy the centre of the room. They form a 20 sqm, elongated rectangle formed out of the outwardly flowing, sculptural shapes – in continuous dynamic motion. Each rod has its own drive and, within seconds, can reach a surprising height of up to 1,40 m. In ‘Reactive Mode’, the rods react to the movements of the visitors; in ‘Show Mode’, they express the Hyundai design philosophy 'Creating Design from Movement'. The movements finally flow into the design language of a Hyundai automobile.

Outcome

Visitors to the exhibition undergo a fascinating journey of discovery, finding out about the world of Hyundai. With the help of the kinetic sculpture, the design processes of Hyundai vehicles and the company’s philosophy ‘Creating Design from Movement’ become understandable. The kinetic sculpture expresses it in a perfect way, transforming it into a three-dimensional image. The room narrative shows the brand in movement. A true highpoint of the exhibition.

Being more than just a sales place, up to 2,000 visitors per day are expected at the favourable location between the airport and Seoul city centre.

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