Hyundai Motorstudio Busan – “Reflections in Motion”

We are delighted to present - via lead agency NEST ONE⁠ GmbH BRAND. EXPERIENCE. ARCHITECTURE. - the project for Hyundai Motorstudio Busan.

The Exhibition 'Reflections in Motion' has opened on 8th April at Hyundai Motorstudio Busan.⁠ The Motorstudio’s debut design exhibition invites visitors to discover and reflect on the interaction between time and design.⁠⁠
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The exhibition is defined by a design journey through time from the late 70s towards today and into the future: Progress for Humanity for generations to come⁠ is the narrative, all seamlessly designed through the staging of two immersive car exhibits designed and staged within our media content.⁠ ⁠

For the multimedia design, we imagined the evolution of the parametric pixel towards an intelligent 3-dimensional body that connects the graphical element back with nature using generative visual effects: every pixel takes on many behaviours - building stunning natural shots, splitting those images into recursive details and reunifying again...⁠all this is driven by natural energetic imagery and its many properties.⁠ Nature close-ups with high contrast in dramatic dark colour tones set the overall scene for the Hyundai Prophecy. The high-quality video references to nature's power and the car's details as the basic visual elements.⁠

Hyundai's Heritage Series - PONY embodies a graphic road trip that uses design elements of the PONY's manufacture years of the 70s and 80s.⁠ The design element of the “parametric pixels” plays the role of a key formative constant. During the⁠ visitor journey between the two car exhibits, its staging becomes more complex, intelligent,⁠ multidimensional and multi-layered bit by bit.⁠ ⁠

Another immersive design element is sound. From rather simple 8Bit sounds known from the video⁠ games of the 80s, the overall sound staged at the PONY EV, the soundscapes develop to become a⁠ complex electronic sphere when heard at the Prophecy touchpoint.⁠