HYUNDAI MOTORSTUDIO GOYANG – KINETIC SCULPTURE

ClientHYUNDAI MOTOR COMPANY
Category D04. Spatial Brand Installation & Experience
TitleHYUNDAI MOTORSTUDIO GOYANG – KINETIC SCULPTURE
Product/ServiceHYUNDAI BRAND AND DESIGN PHILOSOPHY
Entrant ATELIER BRÜCKNER Stuttgart, GERMANY
Idea Creation ATELIER BRÜCKNER Stuttgart, GERMANY
Idea Creation 2 TAMSCHICK MEDIA+SPACE Berlin, GERMANY
Idea Creation 3 MKT Olching, GERMANY
Production TAMSCHICK MEDIA+SPACE Berlin, GERMANY
Credits
Name Company Position
Prof. Uwe R. Brückner ATELIER BRÜCKNER Creative Director
Prof. Eberhard Schlag ATELIER BRÜCKNER Project Director
Marco Müller ATELIER BRÜCKNER Project Manager

The Campaign

A kinetic sculpture is designed to express the company's overall design philosophy ‘Creating Design from Movement’. It is the focal point of the exhibitions space dedicated to the theme ‘Design’, offering a reactive and an interactive mode. Here, the visitor is not only experiencer but also activator. Visitors reach this exhibition space via lift. A film in the lift opens up the ‘Design’ area and draws the visitor into a narrative environment. All constituents of the area are choreographed together. This ensures a holistic immersive experience.

Creative Execution

The ‘Design’ area is realised as a dynamic room-sized installation. Light, sound, movement and interaction transform the entire space into a multisensory environment. The elaborated sound system with 3-dimensionally composed music, a subtle light choreography, the video installation – realised as a 70m-long strip of monitors placed along the walls – and the choreography of the kinetic sculpture interact with one another. In the centre, the kinetic sculpture, consisting of 1,411 aluminium rods, is in continuous motion. Each rod has its own drive and can reach a surprising height of up to 1,40 metres within seconds. This exceptional feature presents two modes: The ‘Reactive Mode‘ of the sculpture mirrors the visitors’ movement, it becomes one with that of the installation, while the ‘Show Mode’ performs a pre-programmed choreography flowing into the shape of a Hyundai automobile – a narrative, immersive experience expressing Hyundai’s design philosophy ‘Creating Design from Movement’.

Indication of how successful the outcome was in the market

The Kinetic Sculpture is the three-dimensional, narrative visualisation of the company's overall design philosophy 'Creating Design from Movement' becoming the landmark of the Hyundai Motorstudio Goyang and the significant corporate scenography of the Hyundai Motor Company. By means of an emotional approach, the interactive, immersive experience strengthens customer loyalty. The technically abstract brand becomes tangible and ultimately more human. 50% of visitors indicated that they would like to return within 6 months of their first visit to the Hyundai Motorstudio Goyang. Surprisingly, competitor HONDA seized the design of the Kinetic Sculpture for their campaign at this year’s IAA in Frankfurt.

Set out as the highlight of the exhibition, the kinetic sculpture and its surroundings in the ‘Design’ area are the most important and most prominent features. The overall immersive and emotional approach of the Hyundai Motorstudio has to be intensified by means of this room-filling, three-dimensional installation. Visitors shall become part of the design philosophy ‘Creating Design from Movement’; they experience Hyundai with all senses. Becoming active and involved leads to a more memorable experience for the visitor and allows them to develop a personal connection to the brand. The use of advanced and unique technology, which is intelligently implemented, conveys the importance of innovation and progress as well as the comfort, functionality and reliability of the production and design process of Hyundai vehicles.

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