Hyundai Motorstudio 2017, South Korea, Goyang

Video artworks for an 87-metre-long screen

Hyundai Motorstudio Goyang is the largest centre dedicated to car culture in South Korea. Digital art and design studio Universal Everything contributed to the innovative celebration of design and technology with large-scale works of video art for the brand’s flagship showcase. On a unique 87-metre-long screen, Universal Everything’s films are visible from far beyond the Motorstudio – embodying Hyundai’s commitment to challenging new frontiers and making a dynamic impression on the Goyang landscape. The five animated video artworks are inspired by boundary-pushing technology and the human ingenuity that drives it. Their motion, energy and vibrancy communicates the forward-thinking Hyundai philosophy and echoes the cars’ essential qualities.

Opened to the public in March 2017, Hyundai Motorstudio Goyang is the largest centre dedicated to car culture in South Korea. Universal Everything was invited to contribute to this innovative celebration of design and technology, creating large-scale works of video art for the brand’s flagship showcase. Inspired by boundary-pushing technology and the human ingenuity that drives it, Universal Everything’s video artworks are an integral part of the entirely new automotive experience offered by the Motorstudio. Through their motion, energy and vibrancy, the five animated short films communicate the forward-thinking Hyundai philosophy, echoing some of the cars’ essential qualities. On a unique screen around 87 metres long, Universal Everything’s films are visible from far beyond the Motorstudio – embodying Hyundai’s commitment to challenging new frontiers, and making a dynamic impression on the Goyang landscape. The project was described as "poetry in motion" by Wallpaper magazine. The artworks: Running Man Collective Behaviour I & II Carved By Nature Made By Humans

http://universaleverything.com/projects/hyundai-motorstudio

https://www.wallpaper.com/lifestyle/universal-everything-hyundai-motor-studio-video-art

Details

Building or project owner : Hyundai Motorstudio Goyang

Architecture : Delugan Meissl Associated Architects

Project artist/ concept/ design/ planning : Matt Pyke and Mike Hughes (Creative directors for Universal Everything)

Display content/ visuals/ showreel : Universal Everything

Project co-ordination : Norra Abdul Rahim and Greg Povey (producers for Universal Everything)

Project sponsor/ support : Hyundai

Descriptions

Facade type and geometry (structure) : Video Wall - 25m wide x 4m high

Kind of light creation : Christie Microtiles

Resolution and transmitting behaviour : 8K

Pixel distance : 8K

Urban situation : Hyundai Motorstudio Goyang is in an urban location. Its interior large-scale media facade can be seen by passersby through the building's glass exterior.

Description of showreel : The showreel features five short films created specially for Hyundai Motorstudio Goyang's media facade by Universal Everything (Running Man, Collective Behaviour I & II, Carved By Nature, Made By Humans). Each is inspired by human movement and production processes, boundary-pushing technology and the ingenuity that drives it. They communicate the motion, energy and vibrancy of Hyundai automobiles.

Credits

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