Hyundai, Elektra stage art exhibition in the new normal

Hyundai, Elektra stage art exhibition in the new normal

MANILA: Hyundai Motor Company has partnered with Elektra (a Montreal-based cultural organization focused on contemporary digital art) for an art exhibition entitled “Hyundai x Elektra: Metamorphosis.” The exhibition runs from June 15 to September 20, 2020 through a “walk-through” format on the first floor and the exterior glass façade of the Hyundai Motorstudio Seoul, to optimize the customers’ experience and enable them to engage safely.

Hyundai Elektra

This collaborative project emphasizes creative approaches to imagining social and individual transformations in today's pandemic setting. It also aims to recognize contemporary digital art, which is an aesthetic discipline that has been present for the past 20 years.

The goal of the art exhibition is to exemplify and materialize significant patterns in the humanity-nature-technology relationship. In the process, it tries to reinvigorate discussions regarding the importance of human progress during these trying times. The exhibition also attempts to demonstrate the Art+Technology vision of Hyundai Motor Company.

The theme “Metamorphosis” takes Hyundai customers into a pandemic world, with a concept that originated in the classic Book of Changes (I Ching).

Hyundai Elektra

The “Hyundai x Elektra: Metamorphosis” exhibition involves six selected artworks, consisting of two media and four installation pieces, using kinetic and interactive technologies, artificial intelligence, video, and robotics, among other methods.

Hyundai Elektra

The six featured artworks in the Hyundai-Elektra art exhibition are the “Custom Cavum” (2011) by Chloe U Ram, “Portrait on the Fly” (2015) by Christa Sommerer and Laurent Mignonneau, “Soul Shift” (2018) by Justine Emard, “Over the Air” (2018) by teamVOID and Youngkak Cho, “Chroma (cy452)” (2019) by Yunchul Kim, and “Serial Mutations (z-axis) v04” (2020) by Matthew Biederman.

Hyundai Elektra

A video of that includes artist interviews, the summary of the art exhibition, and a preview of the artworks can be viewed on the official social media channel of Hyundai here. It can also be accessed in other online platforms such as the official website (www.elektramontreal.ca), Facebook (@elektramontreal), and Instagram (@elektra_bian) accounts of Elektra.

Hyundai Elektra

Photos from Hyundai

Also read: Hyundai prettifies, electrifies new Santa Fe

Prim Lamaroza

Prim Lamaroza

Primrose Dianne A. Lamaroza (Prim Lamaroza) is one of the current content writers of Zigwheels Philippines. She writes news and feature articles for the automotive site. Prior to this, she has been involved in several freelance writing projects for American, British, Australian, and Filipino websites. She was able to write articles for numerous niches, which include real estate, lifestyle, food and drink, travel, health and wellness, science, education, and vocational jobs, among others. She also writes poems, short stories, and novels during her free time. She was able to publish two fiction novels since 2014 under the penname, Emerald Blake.

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