Introduce the exhibition ‘Hyundai X ELEKTRA: METAMORPHOSIS,’ which gives us an opportunity to think about the changes in human life and society after the pandemic.

Hyundai Motor Studio Seoul provides artistic and intuitive experience for the visitors on brands and automobiles through the exhibitions of artworks by domestic and international up-and-coming artists as well as famous artists. It’s not a simple exhibition space that just sells vehicles, but it’s truly a ‘space where automobiles meet culture.’ Recently an exhibition that gives us a chance to think hard about the individual lives and social changes since the pandemic has opened. It’s ‘Hyundai X ELEKTRA: METAMORPHOSIS,’ Hyundai Motors’ exhibition with the Montreal digital art institution ELEKTRA. Given the current situation with COVID-19, an online exhibition is also being carried out. What kind of works and messages are there for the spectators?

Hyundai Motor Studio Seoul Provides a Whole New Automobile Experience.

Hyundai Motor Studio Seoul provides a new automobile experience for the visitors.

Hyundai Motor Studio Seoul provides a new automobile experience and introduces its own creative and innovative contents with the purpose of having a cultural communication with the spectators. Artworks are exhibited so that the visitors can take on a new perspective on the brand and its automobiles. The place is in a 5-floor building.

Inside is a multi-cultural space consisted of the artwork exhibition studio, cafe, etc.

On the first floor, there is a studio where artwork exhibitions are held; on the second floor, there is a cafe with comfortable seats. Automobile gallery takes up 3rd to 5th floors, which displays Hyundai Motors’ unique spirit of experiment. This place sheds new light on automobiles not as vehicles but as a social and cultural partner. You can touch and lay out the vehicles in exhibitions and experience them in various perspectives. You can also get an expert explanation from Guru, an automobile culture expert. Upon reservation, you can get a test drive as well; make a reservation via the customer center (1899-6611).

▶ Hyundai Motor Studio Seoul homepage

An Exhibition That Shows the Relationship Between Humans, Nature, and Machinery

This exhibition was held through the collaboration between Hyundai Motors and the Montreal digital art institution ELEKTRA.

Hyundai Motor Studio Seoul exhibits various artists’ artworks every year since the exhibition of the U.K. media artist group ‘UVA (United Visual Artists)’ in 2014. This exhibition, METAMORPHOSIS, deals with the change brought onto individuals and the society after the pandemic and refers to the Asian classic ‘Adversity (易經)’ with the purpose of exploring the fundamental meaning and reason inherent in continuous change to expand the understanding of the relationship between humans, nature, and machinery. Just like the quote from ‘Adversity’ ？ ‘Human society never ceases to change and all things are subject to change, but at the same time, there are core values that never change’ ？ in-depth understanding of the core values will allow us to predict the future. Through many works based on creating images, AI, metal-material, inferential organism, etc., an opportunity to prepare the coexistence between material and immaterial or reality and virtual will be provided.

‘Serial Mutations’ provides an opportunity to think about the screen and the space inside the screen.

Displayed outside the Hyundai Motor Studio Seoul building is Matthew Biederman’s media art work ‘Serial Mutations (z-axis) v04.’ It’s what media art would look like when computer graphic technology develops so much that we can realize anything visually on screen. It goes back and forth flat space and 3D space on the screen and inside the screen, but it does not tilt towards one side. Flat image is shown in a three-dimensional way through color and transparency adjustment while the cube image is seen to be flat. The overthrowing of optical illusion technology allows the spectators to interpret the screen and the space within the screen.

‘Portrait on the Fly’ is an interactive installation work that moves as a spectator moves.

You can also take a look at an interactive installation work where the spectators and the work can communicate with one another. ‘Portrait on the Fly’ by Christa Sommerer and Laurent Mignonneau is an interactive work with thousands of flies on the monitor. If a spectator stands in front of the monitor, flies will form the outlines of the spectator and create images that look like the spectator in front of it via continuous movements. Small movements of the head or face will scatter the flies. This portrait, made with flies, never ceases to change, and goes through formation and disintegration non-stop. It delivers messages about change, pointlessness, and impermanence by looking into the culture of people who enjoy taking photos.

Artworks You Can Easily Come Across in Your Home

You can also enjoy the exhibition online.

The METAMORPHOSIS exhibition experiments a new strategy to carry out the exhibition by virtually communicating with artists in Korea and abroad, given the social distancing and limited traveling caused by COVID-19. As part of this strategy, a virtual exhibition was held via an online platform. You can enjoy quality works wherever and whenever, without spatial and time constraints. Connect to the METAMORPHOSIS online website; click the 3D exhibition site LAUNCH VISIT; and you will see the Hyundai Motor Studio Seoul, and the exhibition will take place. You can look around inside the studio with the mouse and keyboard direction keys, and even a 360 degree look around is possible. Pressing the space bar will provide the description of a work.

You can press the space bar to read the description of a work.

On the screen with the description of a work, there will be the pictures of the work, which allows you to enjoy the details of the work like color, etc. All works in the online studio are realized through 3D rendering image, and you will feel as if you are watching them on site, at the exhibition. Exhibition experience will be even more lively as you can hear the sound made by the work.

▶ Go see Hyundai X ELEKTRA: METAMORPHOSIS online exhibition (Chrome recommended)

So, this was Hyundai Motor Studio Seoul and ‘Hyundai X ELEKTRA: METAMORPHOSIS’ exhibition, which highlights automobiles in various perspectives. It sure feels like an interesting space that can stimulate all five senses. The METAMORPHOSIS exhibition is best when you admire the works online first and then make a visit to the Hyundai Motor Studio Seoul to see the exhibition once more. You will be able to experience the works with a deep, significant perspective.