Hyundai Motor inspires with Kinetic Artwork at Milan Design Week

Hyundai Motor inspires with Kinetic Artwork at Milan Design Week
Innovative project by INNOCEAN Worldwide Europe puts design excellence centre-stage

Hyundai Motor Company has today unveiled a new kinetic art installation, the Helio Curve, at Milan Design Week to showcase and celebrate its Fluidic design philosophy.

The large-scale installation was conceived and unveiled as part of a brand-building project by INNOCEAN Worldwide Europe (IWE) – the creative force behind Hyundai and Kia. IWE commissioned American artist Reuben Margolin to create a kinetic sculpture in constant motion, drawing inspiration from organic forms found in nature.

As Hyundai’s lead creative agency, IWE executed the entire project, including sourcing the appropriate artist for the project, collaborating with the artist, conducting a test set-up in San Francisco and installing the final work of art. The leading creative agency was also responsible for all communications, space and design concepts, final installation and execution at Milan Design Week.

The new kinetic installation, a sculpture which combines mathematical logic with the elements of nature, marks IWE´s second part of the Sculpture in Motion project. IWE revealed the award-winning Sculpture in Motion project for the first time at the 2013 Milan Design Week with an artwork of interactive lights.

Forming a living wave, celebrating fluid motion as art, the concept of Fluidic Sculpture design philosophy is characterized by a continuously flowing and adaptive design process.

Lewis Hunt, Creative Director for INNOCEAN Worldwide Europe, said: “When creating the latest Sculpture in Motion design, we had the main objective of establishing Hyundai as a ‘Design Oriented Brand’ as part of reinforcing its increasing premium positioning.

“As IWE operates as one Communications Company, offering integrated solutions for Hyundai, we have been able to extend our expertise across this campaign, managing and coordinating the project as a whole.”

By revealing the second generation of Sculpture in Motion at Milan Design Week and future prestigious worldwide design events, IWE provides ultimate design philosophy experience to the public.

Sculpture in Motion is Hyundai Motor Company’s ongoing collaborative project with artists that help consumers experience and connect with its ‘Fluidic Sculpture’ design philosophy.

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