Hyundai Motor launches ‘Human (un)limited’ global art project

Hyundai Motor Company announced the launch of the Hyundai Motorstudio Global Art Project ‘Human (un)limited’, which will be displayed at Hyundai Motorstudios in Beijing, Seoul and Moscow.

The Art Project will be displayed from November 19, 2019 to February 29, 2020. The exhibition is co-curated by Martin Honzik, Director of Ars Electronica Festival, Prix, Exhibitions, and Fei Jun, Professor of the China Central Academy of Fine Arts (CAFA) and Director of the CAFA Media Lab. The exhibition will display approximately 20 compositions of sculpture, interactive installations, and media art by 18 international artists.

As a second collaborative exhibition by Hyundai Motor Company, Ars Electronica and CAFA, Hyundai Motorstudios will be utilised for a global presentation of ‘Human (un)limited’, which celebrates the essence of humanity and its nature of overcoming human limitations through technology by envisioning a future where humans and new technology co-exist together. In all of the works in the exhibition, artists have utilised technologies from humanity’s fourth industrial revolution, including artificial intelligence, 3D printing, robotics and biotechnology. The fourth industrial revolution is noted for merging the physical, digital and biological worlds to create new potential, which is captured throughout the exhibition.

As implied in our vision, ‘Progress for Humanity’, Hyundai Motor Company celebrates humanity through art and believes that this understanding is strongly reflected in our products. The future of Hyundai Motor seeks to be a lifestyle choice, not just another automotive brand, by providing customers with new cultural experiences that will enrich their lives and make their time more valuable.

Wonhong ChoChief Marketing Officer and Executive Vice President at Hyundai Motor

The launch of ‘Human (un)limited’ began with the opening ceremony of the Beijing exhibition held on November 19 (CST). To celebrate this occasion, the Hyundai Motor Studio Beijing debuted an exterior mural by David Huang and presented its third-annual Hyundai Blue Prize, an award given to outstanding up-and-coming art curators.

Chen Jiaying and Chen Min & Zhang Yehong were announced as winners of this year’s Hyundai Blue Prize and given the opportunity to be paired with established mentors within the arts community. Chen Jiaying won Sustainability Award, and Chen Min & Zhang Yehong won Creativity Award as a team. They will design their own showcase, which will exhibit under the theme of ‘Social Intelligence’, at Hyundai Motorstudio Beijing next year.

In the age of fast-developing technology, it has become ever more important to understand the essence of humanity. Art is the medium that will improve our understanding. I am looking forward to a continuous collaboration between Ars Electronica and Hyundai Motor.

Martin HonzikHead of Ars Electronica Festival/Prix/Export

With a strong commitment to supporting the arts and its communities, the Company has initiated long-term partnerships with many global art institutions, including the Los Angeles County Museum of Art (LACMA) and London’s Tate Modern, and launched a new video series, ART + TECHNOLOGY with Bloomberg to offer all individuals a new way to access and experience art.

Hyundai Motorstudios are located in Seoul, Beijing, and Moscow, acting as brand experience zones for customers to experience Hyundai Motors’ design language and artistic direction. Various projects have been conducted at each location to showcase Hyundai Motor’s brand value and increase communication with visitors.Read mo