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Hyundai Takes Innovative Approach to Concept Car Design with Fashion Partnership


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GENEVA – Feb 27, 2014: Hyundai has strengthened its pioneering approach to design with an exclusive collaboration with European fashion house, HIEN LE. The futuristic designer’s latest outfits have been created to mirror key design themes of Hyundai’s new concept car Intrado and will be premiered alongside the car at the 2014 Geneva Motor Show.

Berlin-based HIEN LE has drawn inspiration from Intrado’s innovative yet functional interior, combining both of these characteristics to create a number of fashion accessories that feature clean shapes and refined details. Intrado displays an evolved interpretation of the company’s fluidic sculpture design philosophy, using new materials and contrasting colour schemes. Intrado and HIEN LE together introduce a future where design takes a clean approach to what a car should be, only including what is of value and so fitting into the lifestyles of the ‘millennial generation’

Mark Hall, Vice President of Marketing, Hyundai Motor Europe, commented: “Hyundai’s collaboration with HIEN LE further reflects the brand’s progressive attitude to design. The perception of the Hyundai brand in Europe has shifted significantly since we transformed the styling of our cars, a process we began in 2009. Since then, we have almost doubled our market share and design is now the number one reason for customers choosing our cars.”

Intrado is the first concept car designed under the direction of Peter Schreyer since his appointment as Hyundai Motor Group’s President and Chief Design Officer. Its daring and advanced styling, innovative powertrain and use of materials suggest the future mobility provided by Hyundai cars will be much lighter, cleaner and more efficient. HIEN LE’s designs comprise a range of clothing for men and women, from jackets to skirts and trousers.

The Intrado-inspired HIEN LE designs will be previewed at his Fashion Show later this year. HIEN LE has worked with world-renowned designers including Hugo Boss and Veronique Branquinho, as well as having his work featured at a number of global Fashion Shows in Berlin, Paris and Jakarta.