Designer Interview: SangYup Lee, Hyundai & Genesis

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“We are talking about partnerships, because OEMs cannot do everything by themselves”

Recently, I had a conversation about design and engineering with Thomas Heatherwick, a genius-minded architect I respect and also the designer of the London double-decker bus – he’s a great designer of transportation. He asked me, “SangYup, why do all the cars on the street look the same these days?” Obviously, I explained to him that there are a lot of regulation, legalisation and safety issues with the packaging. This is how it has ended up and though there’s actually a brand differentiation in design there, it’s quite challenging. But at the same time it was interesting, because I didn’t think that way before. How do we make our designs special enough to be recognised by our customer? Is there something else, as a creative future?

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