The Light Fantastic: Brilliant Cube Installation, Seoul
The Brilliant Cube art installation uses 576 LED-covered poles and was designed to help people experience the Modern Premium concept in a forward-thinking and artistic way.
“Hyundai Motor expects this to become one of Seoul’s main attractions while delivering Modern Premium values,” says chief marketing officer Wonhong Cho. The Brilliant Cube is the result of a collaboration between three international media artists. South Korean Jin-Yo Mok created the cube, with Jussi Ängeslevä of Finland and Uruguayan Alvaro Cassinelli assisting with the LED artworks.
The poles – each of which have 24 coloured LEDs – create brilliant light patterns for all passers-by to enjoy the aesthetic beauty on show. This reflects the artistic value of Hyundai vehicles, which are also created to be appreciated by anyone and everyone.
Hyundai’s concept of “Modern Premium” seeks to deliver premium values and experiences beyond what consumers expect for the price they pay for products and services. According to the Modern Premium perspective, modern consumers expect these premium experiences across the entire consumer journey with their favoured brands.
This way of thinking is the major difference between Modern Premium and typical luxury and is changing the nature of consumer needs in today’s marketplace. As Hyundai’s chief marketing officer Wonhong Cho mentioned in issue 67, the company is trying to engage its customers in many kinds of marketing activities including sport, fashion and – as we’ll look at more closely here – art. The focus is on customers’ lifestyles and values, meaning these activities are necessary for Hyundai to be a timeless and loved brand – and to share its brand value of Modern Premium. Hyundai’s art-marketing activities are in collaboration with artists from an array of different fields – what follows is an introduction to this exciting branch of the Modern Premium concept.
Tried and Tested Hyundai’s car-crash room is vital for passenger safety. Each new car goes through about 150 crash tests at various stages of its development – resulting in oil and paint marks on the walls.
Ball bearings are used in cars to reduce friction – and here they are in perfect harmony.
This Hyundai assembly line may look like a roller coaster but the atmo- sphere is much calmer than a theme park.
Stacked car parts in Hyundai’s Asan factory or prized exhibits in a museum display case?
Curves and straight lines in the department of advanced design in Hyundai’s head office.
Discovering Brilliance in Hyundai
A unique approach to delivering the values and goals of 'Modern Premium': portraits of Hyundai's world. The intention behind inviting renowned South Korean fashion photographer Yong Ho Kim to wield his camera behind the scenes at Hyundai was to find the brilliance in ordinary places. This new perspective means it is possible to deliver the concept of Modern Premium to consumers via a different method. Photos of areas and departments including Hyundai’s R&D centre, car-crash room and evaluation facilities were shown in a special exhibition held in Seoul in November, as part of Hyundai’s commitment to bring Modern Premium to its customers. You can see some of the main highlights – and get an idea of the stories behind them – here.
One of Hyundai Motor’s factories is located in Ulsan, in the southeast of South Korea. At the factory, robots do significant roles includ- ing assembling, welding and, as can be seen in this picture, painting.
This photograph of a row of door frames on an assembly line in Hyundai’s Asan factory celebrates the company’s commitment to perfection.
Working on the underbody of a car means hanging it from the ceiling. This spectacular close-up shot shows the intri- cate detail involved – and looks uncannily like a spaceship preparing for launch.
