Poetry in motion: Universal Everything’s video artworks for Hyundai Motorstudio

Poetry in motion: Universal Everything’s video artworks for Hyundai Motorstudio

If you’ve ever wondered what a theme park for fans of cars, technology and design might be like, look no further than the Hyundai Motorstudio Goyang​ in South Korea. Designed by Austrian architects Delugan Meissl and opened in Goyang near Seoul earlier this year, the 16,719 sq m site boasts nine floors above ground and four underground making it South Korea’s largest centre of automotive culture.

Ribbon like glazed walls that wrap the building’s ground and first floors provide views into the open-plan showroom where the automobiles are presented. Invited to further enhance this awe-inspiring space, digital art and design studio Universal Everything has created five large-scale works of video art for the spaceship-like flagship.

Inspired by Hyundai’s ‘boundary-pushing technology and human ingenuity’, Universal Everything’s video artworks are showcased on a giant 87m long screen that weaves around the space and is visible from far beyond the Motorstudio site.

In the films, glowing helix-like forms spin and twist through darkness, amorphic shapes radiate shimmering rays and a running figure leaves a freeflowing trail of light and colour across the screen.

‘Through their motion, energy and vibrancy, the five animated short films communicate the forward-thinking Hyundai philosophy, echoing some of the cars’ essential qualities,’ explains the studio, which was founded by designer Matt Pyke. ‘They embody Hyundai’s commitment to challenging new frontiers, and make a dynamic impression on the Goyang landscape.’

The new video works build upon the UK studio’s past collaborations with the Korean manufacturer, which include the award winning Vision Hall and Running Man installations. Media architecture is an area in which the studio has been breaking new ground in recent years by creating interactive architectural projections and site-specific video art for some of the world’s most iconic buildings.

In 2015, the studio worked with 20 different animation studios worldwide to create a living mural on the Sydney Opera House, and in 2012, Pyke and his team created 3D video art for the interior media facade of the Jean Nouvel-designed Excelsior in Milan.

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