TSA_MILAN_HYUNDAI

Milan design week, or Salone del Mobile, remains the largest gathering of creatives on the global exhibition calendar, with the six day event playing host to a plethora of installations, events, parties and launches that, in reality, amount to sore feet, little sleep and sensory overload!

While a sea of designers, design brands, architects and interior designers, journalists, bloggers and students attempt to see as much as humanly possible, the event now attracts many major fashion, car, electronic and a host of other brands – as the opportunity to command a vast audience is virtually guaranteed.

‘Milan Moments’ often lose their magic in the retelling – installations such as the sound-light experience hosted by Hyundai remain utterly captivating. Visitors entered a darkened room, with a central installation of what appeared to be multiple ping pong balls suspended on optic fibre cords, and the sculptural result hovering above a pool of water.

With the art of light featuring prominently on the global design stage, the Hyundai installation harnessed digital projections of light that ebbed and flowed in step to a rousing electronic musical score, peaking with a spectacular crescendo at the finale!

Regular performances are held daily at SuperStudio in Tortona. Yes it’s one way to launch a car!

This short video by Hyundai explains the intent of the installation. Created by the in-house design team, the sculpture is an expression of Hyundai’s design philosophyas an ‘experience’ – after Milan the installation will tour other major cities.