Hyundai Unveils 'Brilliant Cube' a Kinetic Lighting Sculpture in Seoul's Famous Gangnam District

SEOUL – Oct 15, 2013: Hyundai Motor, South Korea’s biggest automaker, unveiled ‘Brilliant Cube,’ an innovative lighting sculpture designed to deliver the ‘Modern Premium’ experience in an artistic way. Located in Gangnam, Seoul, one of the capital’s busiest districts, the lighting sculpture is expected to be the city’s newest attraction.

As part of its global brand campaign ‘live brilliant,’ Hyundai Motor initiated an unprecedented art marketing activity, installing a 6m x 6m x 5m glass structure in the middle of the bustling commercial district, designed to help visitors naturally experience Hyundai Motor’s brand, while enjoying high-quality artwork.

The ‘Brilliant Cube’ is a kinetic lighting sculpture equipped with 576 LED-covered poles that move up and down inside a glass structure to create three-dimensional images reflecting Hyundai Motor’s brand theme. The inner LED pole structure is 4m x 4m x 3m. Each pole, with 24 coloured LED lights, moves vertically to create the sculptures.

“Hyundai Motor expects ‘Brilliant Cube’ to become one of Seoul’s representative media artworks and attractions while delivering Hyundai’s Modern Premium values to its customers,” said Hyundai Motor’s Chief Marketing Officer Won Hong Cho. “The Brilliant Cube will work to familiarise the public with cutting-edge kinetic art.”

The unique installation will feature collaborative works with world-renowned media artists, Jin Yo Mok (Korea), Jussi Ängeslevä (Finland) and Cassinelli Alvaro (Uruguay). Hyundai plans to support promising artists around the world, allowing them to create a variety of innovative sculptures utilising Brilliant Cube as a platform.

During the exhibition, scheduled to run until December 2013, diverse cultural events including concerts and media art performances are also planned to operate.