HYUNDAI MOTORSTUDIO

Goyang (KOR) | 2017

The Hyundai Motor Studio in Gyoang, South Korea opened in 2017, with an impressive kinetic sculpture forming the highlight of the thematic parcours, the stage of the exhibition exploring each step of the research and production process. From the first sketches to the finished car.The Hyundai Design Philosophy, “Creating Design From Movement” is expressed in a brilliant show. Hired by and collaborating with ATELIER BRÜCKNER, TAMSCHICK MEDIA+SPACE developed, designed and realised the choreography of the kinetic installation, the visual design and the accompanying film in the Design Room.

The central meaning of the Hyundai brand's design is emphasized by a mesmerizing sculpture composed of 1411 aluminium rods, which move simultaneously with a film displayed across 56 monitors. In a performance spanning just under four minutes, the sculpture wakes to life, emulating natural, organic forms and then flows into the contemporary shape of a Hyundai car. 

The multimedia choreography communicates a feeling for the modelling and design process to visitors. The energy filled synthesis of kinetic sculpture, video, music and light makes the Design Room a unique attraction, uniting high quality content and innovative technology in a sensational experience.

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The Hyundai Motor Studio in Gyoang, South Korea opened in 2017, with an impressive kinetic sculpture forming the highlight of the thematic parcours, the stage of the exhibition exploring each step of the research and production process. From the first sketches to the finished car.The Hyundai Design Philosophy, “Creating Design From Movement” is expressed in a brilliant show. Hired by and collaborating with ATELIER BRÜCKNER, TAMSCHICK MEDIA+SPACE developed, designed and realised the choreography of the kinetic installation, the visual design and the accompanying film in the Design Room.

The central meaning of the Hyundai brand's design is emphasized by a mesmerizing sculpture composed of 1411 aluminium rods, which move simultaneously with a film displayed across 56 monitors. In a performance spanning just under four minutes, the sculpture wakes to life, emulating natural, organic forms and then flows into the contemporary shape of a Hyundai car. 

The multimedia choreography communicates a feeling for the modelling and design process to visitors. The energy filled synthesis of kinetic sculpture, video, music and light makes the Design Room a unique attraction, uniting high quality content and innovative technology in a sensational experience.

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Credits

CLIENT

Hyundai Motor Company

 

 

TASK TMS

Film Production, Visual Design, Choreographic Staging of the kinetic Installation of the 'Design' area

 

 

Lead Acency/ Scenography

ATELIER BRÜCKNER GmbH

 

 

Creative Direction

Marc Tamschick

 

 

Art Direction

Petra Trefzger

 

 

Projectmanagement

Martin Backhaus

 

 

Motion Design Lead

Daniel Weik

 

 

Music/Sounddesign

Idee und Klang, Klangerfinder

 

 

Mediaplanning

medienprojekt p2

 

 

Maya programming

Dominik Capodieci

 

Photos

Hyundai Motorstudio Goyang and Martin Backhaus

Awards

FAMAB Award 2017, Silver
Cross/ Best Interactive Installation

 

EXHIBITOR Magazine's Expo Award, Gold
Best Interpretation of Theme
Best Pavilion
Best Activity Interactive

 

BIE Award (Bureau Internationale des Expositions), Gold    
Theme development (over 700 sqm)