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Hyundai Motor Wins Prestigious Red Dot Design Award For Milan Design Week ‘Sculpture in Motion’ Exhibit


• Laser light sculpture captures Hyundai’s Modern Premium brand direction, creates sensory experience of brand’s Fluidic Sculpture design philosophy

Hyundai Motor Co., the world’s fastest-growing automaker by brand value, won a prestigious Red Dot award for Communication Design for “Sculpture in Motion,” a kinetic laser light sculpture shown at the 2013 Milan Design Week held in April.

Red Dot, one of the world’s top design awards, received 6,800 entries from 43 countries for this year’s communication awards, which was presented in Berlin last week.

“Sculpture in Motion” is a 1,000-square-meter performance art piece that delivers the sensory experience of Hyundai Motor’s award-winning Fluidic Sculpture design philosophy. The Fluidic Sculpture vehicle designs, seen throughout the lineup, have contributed strongly to the brand’s rapid rise in value.

“At Hyundai Design, we aim to reach beyond the aesthetics of the automobile by creating and presenting special art experiences,” said Peter Schreyer, President and Chief Design Officer of Hyundai Motor Group. “This endeavor of evolution of design values will continue to the future through our design philosophy.”

“Sculpture in Motion” features 12,000 translucent spheres, acting collectively as a screen, surrounded by eight high-powered lasers, suspended over a pool of water. The performance begins with virtual rain recreated by laser light, followed by an interactive phase, in which human presence allows for the creation of striking three-dimensional images. The interactive transformations are made possible by a 3D scanning system that registers body warmth.

"In the future, we will continue to seek unique and creative ways of introducing Hyundai Motor’s signature design DNA to a wider audience,” said Suk Geun Oh, Executive Vice President and Head of Hyundai Motor Design Center.

Launched in 2009 and seen first on the Hyundai Sonata and ix35, the Fluidic Sculpture design philosophy draws its inspiration from nature’s ability to continuously adapt and evolve. The design philosophy has been applied to new and refreshed Hyundai Motor models since its introduction, and will evolve with future models.

“Sculpture in Motion” was created by the Hyundai Design Center in collaboration with an interactive design company, ‘WHITEvoid’. Hyundai Design Center is currently working on a follow-up to be shown in 2014.


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