Hyundai 2014 Annual Report Download - page 11

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Brilliant
Art
REDEFINING THE RELATIONSHIP BETWEEN
A BRAND AND ART
It takes a lot of inspiration to develop all the technologies involved in designing and
creating a new automobile model. Hyundai Motor is also thinking of ways in which
the brand can be inspired by art.
We have actively been working to enhance the artistic quality of our products and
brand. At the same time, we are supporting the artists who create work that inspires
us. We are aiming to grow and contribute to the creation of a robust art community.
We firmly believe that supporting activities that allow more people to appreciate art
is a part of ‘Modern Premium’.
SUPPORTING ART AND
BEING INSPIRED
CREATING A
GREAT EXPERIENCE AND
LASTING MEMORIES
Hyundai Motor is working with a number of art museums in a variety of ways.
For example, Hyundai Motor has entered into a ten-year partnership for the
‘Hyundai Motor Series’ exhibition with National Gallery of Modern Art in Seoul. It also
signed a long-term partnership agreement, the longest lasting ever, with Tate Modern
not just as a funding provider but as an active participant in the creation of exhibitions
that deliver great value to society. ‘The Brilliant Art Project’ is yet another Hyundai
Motor initiative designed to introduce creative works to the greater public. There are a
number of other collaborative art projects also being implemented. At Hyundai Motor,
we want our products and activities to ultimately lead to a great customer experience.
Likewise, all our art projects from the ‘brilliant memories’ campaign to ‘brilliant 30’
were designed to help us realize our brand vision of ‘Modern Premium’. We firmly
believe that our continued involvement in art projects and collaboration initiatives will
help Hyundai Motor realize its vision of ‘Modern Premium’ with added value.
BRAND 20 / 21
HYUNDAI MOTOR COMPANY Annual Report 2014
© Tate Photography © Andrew Dunkley, Tate Photography