Title | 2018 PYEONGCHANG WINTER OLYMPIC, PARALYMPIC HYUNDAI PAVILION |
Brand | HYUNDAI MOTOR COMPANY |
Product / Service | HYDROGEN FUEL CELL VEHICLE |
Category | D04. Spatial Brand Installation & Experience |
Entrant | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA |
Idea Creation 2 | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation 3 | ASIF KHAN London, UNITED KINGDOM |
Idea Creation 4 | WHY DO BIRDS Berlin, GERMANY |
Media Placement | HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA |
Media Placement 2 | ASIF KHAN London, UNITED KINGDOM |
PR | HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA |
PR 2 | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
PR 3 | ASIF KHAN London, UNITED KINGDOM |
Production | HYUNDAI MOTOR COMPANY Seoul, SOUTH KOREA |
Production 2 | INNOCEAN WORLDWIDE Seoul, SOUTH KOREA |
Production 3 | ASIF KHAN London, UNITED KINGDOM |
Production 4 | WHY DO BIRDS Berlin, GERMANY |
Name | Company | Position |
---|---|---|
Thomas Kyuhyung Han | INNOCEAN WORLDWIDE | Managing Director |
Jaewook Choi | INNOCEAN WORLDWIDE | Division Director |
Jungsoo Son | INNOCEAN WORLDWIDE | Deputy General Manager |
Dongchan Kim | INNOCEAN WORLDWIDE | Sr.Account Manager |
Yongbo Shim | INNOCEAN WORLDWIDE | Account Executive |
Helia Hyejoo Son | INNOCEAN WORLDWIDE | Account Executive |
Minjee Kim | INNOCEAN WORLDWIDE | Account Executive |
Jeremy Craigen | INNOCEAN WORLDWIDE | Chief Creative Officer |
Jung-A Kim | INNOCEAN WORLDWIDE | Executive Creative Director |
Wonhong Cho | Hyundai Motor Company | Head of Project |
Sungwon Jee | Hyundai Motor Company | Director |
Jumi Kim | Hyundai Motor Company | Deputy General Manager |
Young Jang | Hyundai Motor Company | Deputy General Manager |
Heekyung Kwon | Hyundai Motor Company | General Manager |
Doyoon Kim | Hyundai Motor Company | General Manager |
Cha Kyra | Hyundai Motor Company | Associate |
Minsu Song | Hyundai Motor Company | Assistant Manager |
Yoonhyue Kim | Hyundai Motor Company | Assistant Manager |
Dongchul Cho | Hyundai Motor Company | Assistant Manager |
Yoojin Jang | Hyundai Motor Company | Associate |
Asif Khan | Asif Khan Limited | Creative Director |
Pete Vaughan | Asif Khan Limited | Associate Director |
Dan Sweeting | Asif Khan Limited | Project Architect |
Freddie Hong | Asif Khan Limited | Architectural Assistant |
Alex Borrell | Asif Khan Limited | Architectural Assistant |
Alexander Wodrich | Why do birds | Sound Strategy Consulting |
Sebastian Waschulewski | Why do birds | Sound Director |
Sebastian Damerius | Why do birds | Sound Design |
Johannes Lehniger | Why do birds | Sound Design |
Holger Schuhmann | Why do birds | Sound Design |
Hyundai believes future spaces for humans need to be more nature friendly, also to stimulate the senses which we are born with. Bringing the night sky to ground is a way of speaking directly, connecting to deep parts of our minds. The darkest building on earth, the Hyundai Pavilion is to bring the brand vision of future mobility to a physical space-- through the Universe, Water, and Hydrogen--to convey the story of its technology. While the fuel cell technology is something extra scientific and technical, we believe there is power in the old, physical, and tactile experience, which helps people feel connected to the future mobility and the society it will take us.
Hyundai Motor Company is the world’s first automobile manufacturer to have pioneered the mass production of fuel cell electric vehicles. The challenge is how to communicate to the world audience about the technology, conveying something highly technical and scientific to something less unfamiliar and easy to understand. The pavilion is entered through a surface of blackness, where 2,000 gleaming LEDs create an illusion of the Universe, the origin of the hydrogen. Inside the pavilion, visitors experience a vast pure white space where 25,000 + droplets mesmerizingly move and combine, like vehicles in a future city, forming a central lake which then varnishes, representing the future society of FCEVs. The third space, Third space, Hydrogen showcases the principle of how this abundant substance powers the vehicle, through four interconnected rooms - sensual and powerful experience for all.
We welcomed 72,000 visitors over 30 days of the Olympic and Paralympic Games. However, the greatest impact was felt globally. Major broadcasters such as BBC, CNN and NBC dedicated features to the "making of" the project and the collaborators involved, and the story of "the blackest building on Earth" spread virally, across all forms of media. Since it simultaneously combined architecture, storytelling, marketing, innovation, new materials, technology, history, science, art, and was for a car company and during the largest sporting event on earth in 2018, it was picked up by specialist media dealing with each of these subjects, and by the individual correspondents dealing with these subjects within all the general news outlets who were covering the Winter Olympics. This gave the project a exponentially wider reach than would normally be achieved around a car launch. Market share of green cars has been increased 176% more than last year.