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Reasons Hyundai Seeks To Boost Innovation Through


Through human-centered projects, automakers are trying to develop advanced and sustainable mobility systems. Here’s how they combine technology and art.

Art in each era symbolizes its culture, fashion, history, and even thoughts of its artists. From cave wall paintings to Renaissance artworks, the story is the same.

From this perspective, cars can also be considered as art. It requires sophisticated level of engineering and design techniques for these ‘moving sculptures’ to be manufactured and inspire us timelessly.

Art sometimes shows us endless possibilities through technology. Nam June Paik, Father of Video Art, created a robot called ‘K-456’ back in 1964 to express human suffering. Later on, the Vitra Museum in Germany exhibited the robot with the furniture made by the Swiss company Vitra, to help us picture life with robots in the future. Meanwhile, BMW recently announced its collaboration with Hans Zimmer for creating a sonic signature for the company’s forthcoming electric sedan.

Through ‘open innovation’, Hyundai will develop its future innovation by combining art, technology, and business.

Hyundai Motor Company, too, tries to become one of the leading smart mobility solution providers, offering AI, robotics, and autonomous driving technologies through open innovations and collaboration with overseas/national startups.

Hyundai also think combining art and technology will be the key to its future innovation strategy. Starting from traditional open innovation platforms, Hyundai aims to take a step further and develop a ‘sustainable, human-centered future’.

Global Art Project – Innovative Art

ART + TECHNOLOGY reveals a new art revolution combined with history and tradition, by launching a 24-karat gold pot to space.

Hyundai and global media group Bloomberg launched a collaborative project called ‘ART+TECHNOLOGY’; the two have been a strong supporter for arts. Through the project we can not only realize a new vision to profile major art personalities to deliver exciting insight but also experience artists’ spirit, perspectives on art, and processes of their artwork about space, virtual reality, robotics, or 3D printing.

Tate Modern in London, UK, one of the birthplaces of innovative modern art.

With a strong commitment to supporting art communities, Hyundai has initiated partnerships with organizations around the world to offer better access to experiencing art. The company’s dedication includes the 10-year sponsorship of MMCA Seoul since 2013, a partnership with Tate Modern in London, and another long-term partnership with LACMA.

Hyundai doesn’t just exhibit artworks. The company tries to actually bond with innovative artists all over the world to find a key to a bright, human-centered future.

Hyundai Commision: Artwork by Anicka Yi / from: Hyundai Commission, Anicka Yi ⓒ Renato Ghiazza Photography

Since the Tate Modern’s first exhibition of Nam-jun Baik in 2014, it is showing the ‘Hyundai Commission’ exhibition every year. And following that, Hyundai Motor Company and Tate Gallery have begun another meaningful project this January. It’s the funding of ‘Hyundai Tate Research Centre: Transnational’ establishment, which will fortify the gallery’s global research and academic interchanges that highlights culture, art and history around the world.

Based on the common ground of “innovation of technology and art,” a series of exhibitions combining art and technology had been presented from 1967 and 1971 by LACMA in L.A, and the museum started to do the same once again, with Hyundai this time since 2015. ‘The Hyundai Project: Art + Technology’ is a project that follows the traces of LACMA’s Art & Technology program. As a presenting corporate sponsor, Hyundai is also opening up a new era of art with LACMA with the ‘Art + Technology Lab’, which has been providing grants, in-kind support, and facilities at the museum to foster both the creativity of the next generation of leading artists and the flexibility of technology to support them, along with other innovative companies such as Google, Space X, Nvidia, and Accenture.

ZER01NE: The Playground for Tech and Art

Hyundai has innovation centers in South Korea, called ZER01NE, to initiate its global open innovation network.

Hyundai has innovation centers in South Korea, called ZER01NE, to initiate its global open innovation network.

The open innovation centers are under the control of the Strategic Technology Headquarters. As the name implies, they focus on innovation through collaboration with startup companies. The company respect the value of being different and enjoy making new attempts and blending with heterogeneous things.

TZer01ne Day’ is the conference for Open Innovation Strategies in different countries around the world.

‘ZER01NE Day’ by Zer01ne Seoul served as a venue to introduce creative projects and ZER01NE startups to the public. At each booth, creators and the visitors freely exchange ideas about project outcomes, and other events such as art exhibitions and liberal arts conferences also welcome the visitors.

Global Open Innovation for Future Mobility

Hyundai is planning to add one more CRADLE in Singapore for its open-innovation.

Hyundai CRADLE is Hyundai’s corporate venturing and open innovation business, which partners and invests extensively in prominent global startups to accelerate the development of advanced future automotive technologies, such as AI, mobility, autonomous driving, smart city, or robot-related ones. CRADLE identifies newly established and promising startups that focus, amongst others, on ‘Disruptive Innovations’.

Currently, Hyundai has five CRADLEs established in Silicon Valley, Seoul, Tel Aviv, Berlin, and Beijing, and the company is planning to add one more in Singapore. And when the Hyundai Mobility Global Innovation Center opens later in 2022, it would become an exciting addition to Singapore’s growing Mobility ecosystem. The company plans to collaborate with competitive local partners and research facilities to test and validate innovative solutions for advanced mobility services.

If it were not for innovative startups and creative people, Hyundai’s version of Smart City would not be possible.

According to Hyundai Motor Company, its latest partnership with Uber will boost Hyundai’s know-how in vehicle manufacturing with Uber’s technology in building Urban Air Mobility (UAM), so that they can focus on enhancing autonomous driving technology with Aptiv. The deal comes amid the firm’s CES presentation of its goal to break down the conventional transport concept by introducing high-performance EV after collaborating with Rimac, not to mention purpose-built vehicles (PBV) with the help of Arrival and Canoo.

Through the CRADLE network around the world, Hyundai will keep its partnership with over sixty different companies. It also aims to develop autonomous and eco-friendly mobilities with artists to make its products more human-centered. Hyundai indeed will become one of the pioneers of smart mobility solution providers in the future.

Collision From Home’ announcement presented by Young-Jo Ji at Hyundai helps us understand Hyundai’s philosophy of mobility and its open innovation strategy.

Hyundai announced its philosophy of human-centered mobility and its open innovation strategy at the world’s biggest tech conference

Web Summit is one of the world’s biggest tech&IT conference that multiple startups join from all different countries. It began back in 2009 as one of the IT startup conferences held in Europe. As known as ‘Olympic of Tech’, various tech moguls, investors, and marketing/content experts participate in this conference to make it even bigger every year as we approach to the fourth industrial revolution .

he conference includes three smaller conferences – Web Summit held in Lisbon, Portugal, Collision in Toronto, Canada, and RISE in Hong Kong. Hyundai was supposed to talk about its new strategy called ‘Mobility philosophy and open innovation’, but the Coronavirus pandemic has forced the conference to be held online – called ‘Collision From Home’. The announcement presented by Young-Jo Ji at Hyundai helps us picture what kind of future Hyundai is designing.

WATCH: Hyundai 2020 Collision From Home