Far more than a means of transportation, a car is an expression of identity and a lifestyle choice. Accordingly, the contemporary car manufacturer needs to take a holistic approach to conception and design. With its vision of ‘progress for humanity’, Hyundai Motor goes as far as seeking to shape values and inspire innovation; it aspires to transcend the realm of technology and enhance our lives. By facilitating cultural experiences, exhibitions and installations, the company hopes to open up purposeful conversations for a better future. It sees art as a prism through which we can increase our understanding of the world and therefore strive to improve it.
‘We think that transforming people’s lives for the better will be possible only when technology reflects a deep understanding of society and the progressive ethos of art,’ says Cornelia Schneider, vice president and head of Global Experiential Marketing. ‘Hyundai Motor believes that the value of art lies in its understanding and respect for humanity. Art poses important questions for society and widens our view of the world. With our engagement in art, we offer platforms to inspire, to listen, and to create a better future for all of us.’
Despite the challenges created by the global pandemic and the restrictions it has imposed on access to the arts around the world, Hyundai Motor has continued to explore culture and creativity with major initiatives during 2020.
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Denne historien er fra January 2021-utgaven av Wallpaper.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
POLE POSITION
A compact Melbourne house with a small footprint is big on efficiency and experimentation
URBAN OASIS
At an art-filled Mexico City residence, New York designer Giancarlo Valle has put his own spin on the country's traditional craft heritage
WARM FRONT
Designer Clive Lonstein elevates his carefully curated Manhattan home with rich textures and fabrics
BALCONY SCENE
A Brazilian island hotel offers a unique approach to the alfresco experience
ENSEMBLE CAST
How architect Anne Holtrop is leaving his mark on the Middle East
Survival mode
A new show looks at preparing for a post-apocalyptic landscape (and other catastrophes)
FLASK FORCE
A limited-edition perfume collaboration between two Spanish craft masters says it with flowers
BLOOM SERVICE
A flower-shaped brutalist beauty in Geneva gets a refresh
SECOND NATURE
A remodelled museum in Lisbon, by Kengo Kuma & Associates, meshes Japanese and Portuguese influences to create a space that sits in harmony with its surroundings
Guiding light
Designer Joe Armitage follows his grandfather's footsteps in India, reissuing his elegant midcentury lamp and creating a new chandelier for Nilufar Gallery