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unparalleled
unparalleled
hyundai genesis sponsored project
Unparalleled is an escape zone in the heart of the city that explores the senses of calm and rejuvenation. Here, the visitors can discover, investigate, and experience the feeling of sitting into the brand of Hyundai Genesis.
TEAM:
Astha Vagadia
Radhika Kashyap
Sejune Park
Julie Lin
About Genesis Motor, LLC
INDUSTRY
Automotive
PRODUCTS
Luxury Vehicle
PARENT
Hyundai Motor Group
FOUNDED
2015
HEADQUATER
Seoul, South Korea
Automotive
PRODUCTS
Luxury Vehicle
PARENT
Hyundai Motor Group
FOUNDED
2015
HEADQUATER
Seoul, South Korea
DYNAMIC
THE JUXTAPOSTION OF MODERN AND TRADITIONAL VALUES.
The tension created by contrast translates to being dynamic.
The tension created by contrast translates to being dynamic.
BOLD
TO BE HUMBLE IS TO BE BOLD.
The humble nature comes from the traditional Korean values that is highly regarded in the modern society.
The humble nature comes from the traditional Korean values that is highly regarded in the modern society.
LUXURY
PAYING ATTENTION TO DETAIL, THE INTRICACIES, THE HANDMADE PROCESS.
We reimagine the Genesis as combination of DYNAMIC and HUMILITY while staying true to Korean modern's spirit and heritage of respect.
Location
HUSTLE BUSTLE CITY: LOS ANGELES, NEW YORK, LONDON
A contrasting space that lives between the hustle bustle of the streets.
Human Touch is Luxury
Inspired by the Korean traditional crafts making process. An opportunity to bring calming and destressing experience to the guests.
1 FACADE
You see a mysterious black building in an alleyway behind the main streets. Narrow entrance is slightly tucked away behind the Genesis symbol made of shining copper, which catches your attention and draws you in with curiosity.
You see a mysterious black building in an alleyway behind the main streets. Narrow entrance is slightly tucked away behind the Genesis symbol made of shining copper, which catches your attention and draws you in with curiosity.
2 ENTRANCE
Inspired by the proportion of traditional Korean doors, the tall, narrow hallway only adds even more mysteriousness. It also helps to create a personal experience.
Inspired by the proportion of traditional Korean doors, the tall, narrow hallway only adds even more mysteriousness. It also helps to create a personal experience.
3 SOUND CANCELATION
This space takes away two of your senses, visual and hearing. Instead it provides sense of awe and serenity. This creates maximum tension amidst the bustling city. As you walk further into the space, you are then slowly introduced with raw/unprocessed materials, which allows for genuine(material) experience through sense of smell.
This space takes away two of your senses, visual and hearing. Instead it provides sense of awe and serenity. This creates maximum tension amidst the bustling city. As you walk further into the space, you are then slowly introduced with raw/unprocessed materials, which allows for genuine(material) experience through sense of smell.
4 NATURAL LIGHT GUIDANCE
The darkness slowly lifts as glimpse of skylight shines through a gap in the ceiling. The natural light grows stronger gradually to provide warmth to the walkway, and also working as a guidance to the next space.
The darkness slowly lifts as glimpse of skylight shines through a gap in the ceiling. The natural light grows stronger gradually to provide warmth to the walkway, and also working as a guidance to the next space.
5 CRAFTS WALL
The visitors are then introduced with the sounds of craftsmen working with different materials, from touching of wood, clay wheel spinning, metalsmithing and fire crackling. These natural, crisp sounds have calming effects on people. It would help visitors to experience Genesis’ craftsmanship through auditory sense.
The visitors are then introduced with the sounds of craftsmen working with different materials, from touching of wood, clay wheel spinning, metalsmithing and fire crackling. These natural, crisp sounds have calming effects on people. It would help visitors to experience Genesis’ craftsmanship through auditory sense.
6 TACTILE WALK
The narrow hallway opens up, to the tactile space, where the guests are introduced with both natural and processed materials that represent Genesis. Materials are hung from the ceiling for interactive experiences. Hanji paper, natural dyed fabrics are amongst a few different materials, and on the wall are porcelain, copper, carbon fiber, granite and aluminum sheets.
The narrow hallway opens up, to the tactile space, where the guests are introduced with both natural and processed materials that represent Genesis. Materials are hung from the ceiling for interactive experiences. Hanji paper, natural dyed fabrics are amongst a few different materials, and on the wall are porcelain, copper, carbon fiber, granite and aluminum sheets.
7 MEDITATIVE SPACE
This is a space where the guests can relax and relive their personal experience they have engaged with throughout the entire space. A circular screen is hung from the ceiling which will introduce Hyundai Genesis's concept video.
This is a space where the guests can relax and relive their personal experience they have engaged with throughout the entire space. A circular screen is hung from the ceiling which will introduce Hyundai Genesis's concept video.
