The collaboration between Rashid and Hyundai is part of Hyundai Motor’s continued efforts to target young, hip consumers who favour unique and emotional designs.
Born in Cairo, Egypt, Rashid is known for his creative and unprecedented vision, from product design to interior design, from furniture design to art.
Recognized for his signature design, he won the Red Dot award and over 300 other design achievements, catapulting him to international fame.
In order to attract young customers in Korea, Hyundai has included the i30, i40 and Veloster in the ‘PYL (Premium Younique Lifestyle)’ brand umbrella and has been carrying out specialized marketing activities under the brand.
“Karim Rashid’s creative design philosophy and the unique individuality of Hyundai PYL brand represent a perfect match. Hyundai will showcase the i40 Art Car and a special design collection to offer visitors of the Hyundai booth at the Seoul Motor Show a variety of entertainment,” said Won Hong Cho, Hyundai Motor’s Chief Marketing Officer.
The concept behind the European mid-sized i40 Art Car styled by Rashid is best defined as ‘the joint between design and technology,’ and the exterior characterized by triangular and rainbow shapes intends to capture the speed and movements of the automobile. The i40 Art Car will work to effectively promote the strategic styling of the PYL segment, highlighting the highly unique qualities of the i40.
Hyundai Motor also plans to showcase ‘Karim Rashid’s Special Collection of PYL’ consisting of four pieces – a wristwatch, a backpack, a carrier bag and a tumbler – which will display Rashid’s signature simple, unique design while maintaining the traditional functions of these everyday items.
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