The Panel
Wonhong Cho (left)
chief marketing officer, Hyundai Motor
Cho oversees Hyundai Motor’s global marketing, including brand strategy and communication. The Wharton business school alumnus was previously president of the Korean office of the Monitor Group, a global management consultancy.
WILHELM OEHL (centre)
PRINCIPAL, eight INC
Oehl joined Eight Inc, a design and innovation studio spanning three continents, in 1995 and became partner in 1998. He has worked with household brands such as Gap, Apple, Nokia, Nike and JCPenney.
ALEXANDER BAUMGARDT
(right)
ADJUNCT PROFESSOR, CALIFORNIA COLLEGE OF THE ARTS
San Francisco-based Baumgardt brings valuable real-world experiences to his academic role: he has held leadership positions in renowned design firms including MetaDesign and Method. Outside the classroom, he consults on award-winning projects from automotive to information technology.
Keeping a single space designer gives a tremendous benefit when maintaining a consistent brand message across different places over time
Braun designer Dieter Rams’ philosophy of simple, clear design resonates with Baumgardt.
Technology is just another layer that helps create better and more immersive experiences
At Citibank, Eight Inc created a streamlined space for customers to quickly see what’s on offer.
For Baumgardt, Google Glass shows how technology will develop to keep people constantly informed.
The environment, communication and behaviour are all important. Only if these elements are tightly controlled are you going to have a homogenous experience that people can connect to
One of Hyundai’s dealerships features an art gallery housing a car painted with a famous Van Gogh work.
