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Hyundai Motor Reveals 'Fluidic Sculpture In Motion' Light Installation At Milan Design Week


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LONDON – April 11, 2013: Hyundai Motor Company has unveiled “Fluidic Sculpture in Motion” - its innovative light sculpture inspired by the company’s design philosophy - at Milan Design Week (9-14 April 2013).

“Fluidic Sculpture in Motion” is a unique installation that creates dynamic virtual sculptures using lights. It conveys the essence of fluidic sculpture, the inspirational role played by nature and the ability to continuously adapt to the changing environment. Created by Hyundai Design Centre, the light sculpture introduces Hyundai’s aestheticlanguage to audiences in the form of interactive performance art.

“Through our participation in Milan Design Week, we hope to share the concept behind fluidic sculpture with our customers in an innovative form. In the future, we will continue to seek unique ways of introducing Hyundai’s signature design DNA to a wider audience,” said Suk-Geun Oh, Executive Vice President of Hyundai Motor Company and head of Design Centre.

Accompanied by a special mix of performance art, music and dance created by the famous German choreographer Nikeata Thompson, the light sculpture was unveiled in the Art Point Room at the Temporary Museum for New Design in Milan. This week, Jan Jelinek of SCAPE, one of the key figures of contemporary electronic music, is set tooffer the general publicthe chance to experience rhythmic engagement and immersion through his unique soundscape.

‘Fluidic Sculpture in Motion’
Occupying 1,000 square metres, the installation is made up of 12,000 translucent spheres, acting collectively as a screen, surrounded by eight high-powered lasers and suspended over a pool of water.

“Fluidic Sculpture in Motion” is performance art created bylights, lasers and interactive media, which form shapes and three-dimensional images of great visual impact. The performance, which repeats itself every seven minutes, begins with virtual rain recreated by laser light. This is followed by an interactive phase, in whichhuman presence allows the creation of striking three-dimensional images. The interactive transformations are made possible by a special 3D scanning system that registers body warmth, allowing visitors to explore and manipulate the installationby usingtheir gestures to createcurves and shapes.

Fluidic Sculpture, Hyundai's design philosophy
The Fluidic Sculpture design identity has played a keyrole in establishing Hyundai’s reputation as a manufacturer of cars that feature great design. This innovative and distinctive design DNA inspired by nature gives Hyundai cars a strong personality. It implies a sculptural form that is both flexible and smooth, a flowing tension with a sleek profile and dynamic emotion.