Hyundai Starts The Collaboration With Top Designer Karim Rashid!

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-- One of the best industrial designer enters to the Hyundai family
-- The first works of the collaboration will be unveiled at Seoul Motor Show

Feb. 25, 2013 – The world`s fastest growing automotive brand, Hyundai Motor Company, unveiled the start of its collaboration with one of the world`s greatest designers Karim Rashid that will start officially at the Motor Show in Seoul on March 28, 2013. The goal of the collaboration with this great industrial designer is to target young, hip consumers who favor special unique and highly emotional designs.

Karim Rashid is one of the best industrial designers. His style is known as mixed-media and graphic art. His mission is to change the human mentality, in order to start to live in the present and not in the past or future and to make the design a part of everyday life. He has designed and collaborated with high luxury brands like Veuve Clicquot, luxury furniture for Bonaldo, high tech designs for products for Asus and Samsung, brand identity designs for Citibank and Sony Ericsson as well as for Kenzo, Hugo Boss and many more. Known around the world for his signature design, he won the “Red Dot” award and more than 300 other design achievements, catapulting him to the international success and fame.

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Won Hong Cho, Hyundai Motor`s Chief Marketing Officer said on the Press Conference that creative design philosophy of the designer Karim Rashid and Hyundai PYL brand are ideal match and their first project is i40 Art Car.

Hyundai has included the hatchback i30, sedan i40 and coupe Veloster in the `PYL (Premium Younique Lifestyle) special brand, in order to attract young customers in Korea and specialized marketing activities under the brand.

The design concept of Karim Rashid behind the European i40 Art Car is the mixture between design and technology and the exterior designed shapes with triangular and rainbow styles intends to capture dynamism of the automobile. The i40 Art Car will work to effectively promote the strategic styling of the PYL segment and the highlights will be focused on the highly unique qualities of the i40.

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Special Collection of Karim Rashid of PYL is consisted of four pieces: wristwatch, backpack, carrier bag and tumbler. These several items are with simple and unique design and they are maintaining everyday traditional functions.

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