From the Car Design Review 5 yearbook: SangYup Lee talks us through the next era of Hyundai design
When I joined the Hyundai team a year and a half ago, I came back to Korea after 25 years living in eight different countries and it was actually quite a new start for me. The country has changed a lot, the whole culture is a lot richer than it used to be, and everything moves so fast, the trends are unbelievable.
It was a surprise, how Seoul has become a really fascinating city. Like in London, there are a lot of contrasting things, old traditional buildings next to the super-modern, and Korea is famous for its high tech: we have the fastest internet and the fastest wifi you can imagine, companies like Samsung and LG, but at the same time, also a really analogue culture with master craftsmanship.
Design for me is obviously about beautiful shapes, but we often create an interesting story based on such dynamic contrasts that create a tension in between: I like to use the words Jekyll and Hyde, yin and yang, to make the storyline.
Every luxury brand has to…
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