The Art of Hyundai

Last week, Hyundai unveiled the Vision G Coupe Concept.

Last week, Hyundai unveiled the Vision G Coupe Concept.

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One thing that is important to note is the venue where the car was revealed: the Los Angeles County Museum of Art (LACMA).

Yes, one of the things that happen in museums is that companies—whether they’re in the car business or the computer industry or somewhere in between—rent out space for events. So there is that real estate aspect to the transaction.

But realize that a company will select a particular venue because, in large part, it resonates with what the company is trying to say about itself or about what it is showing to the public.

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So the site of the Vision G reveal:

“Since its inception in 1965, the Los Angeles County Museum of Art (LACMA) has been devoted to collecting works of art that span both history and geography, in addition to representing Los Angeles's uniquely diverse population. Today LACMA is the largest art museum in the western United States, with a collection that includes over 120,000 objects dating from antiquity to the present, encompassing the geographic world and nearly the entire history of art.”

Yes, Hyundai Motor America is headquartered in Fountain Valley, California, so heading over to 5905 Wilshire Boulevard has something of a convenience factor (although those of us who live elsewhere would find the commute to be agonizingly and absurdly long).

But were they to want to send a different kind of message about what they’re trying to accomplish with the Vision G, they could have setup a tent at the next-door La Brea Tar Pits.

But the Vision G is not just about being a car. It is about sculpture. Contemporary. Stylish. Engaging. Appealing.

At least for some.

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Let’s face it: when it comes to sculptural executions, nothing appeals to everyone. Nor should it.

Chris Chapman, head of Hyundai’s U.S. design operations and the man who headed up the team that designed the Vision G, made an interesting comment about what they’re trying to achieve with the exterior. He said, “In keeping with a design that speaks to the owner rather than ‘the spectators’ who might see the car on the road, Vision G appears dynamic and in constant motion.

“After all—and if all is right in the world—the only time an owner sees the exterior of the car is when it’s standing still.”

Or said another way: the car is designed such that it has a dynamic form when static. Which is no small feat.

Can a car be art?

Yes.

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