26th September,
Karim Rashid’s recent collaboration with Hyundai results in vehicles featuring ultra stylish exterior graphics which ooze with the designer’s signature style.
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An industrial designer and interior architect, Karim Rashid’s design goes beyond interior and products – his designs also include luxury goods, furniture, lighting, surface design, brand identity as well as packaging. Recognized for his signature design, he has won numerous awards including the acclaimed Red Dot award and over 300 other design achievements, catapulting him to international fame.
Just when you thought he has done it all, Karim surprises us with yet another achievement – a collaboration with Hyundai Motor Company to create the Hyundai PYL (Premium Younique Lifestyle) brand. This brand identity is best defined as a ‘marriage’ between design and technology, in an effort to target young, hip consumers who favour unique and emotional designs. Hyundai has included the i30, i40 and Veloster under the PYL brand umbrella in the domestic market.
The main feature in the PYL brand showcase is a European mid-sized i40 Art Car with two different exterior graphics – “Supernova”, a colourful explosion of triangular shapes, and “Haze”, a spectrum of sophisticated and dynamic waves that flow prismatically across the surface. Both designs intend to capture the speed and movements of the automobile, while strategically highlighting the unique qualities of the i40.
