Hyundai Motor Group Innovation Center Singapore (HMGICS) has unveiled a unique collaboration with LASALLE College of the Arts.
Central to this initiative was the inaugural IONIQ 6 design competition, a playground for LASALLE students to flex their artistic muscles and reimagine vehicle decals.
Five finalists from LASALLE’s Diploma in Design for Communication and Experiences programme were tasked with creating decal designs that encapsulate the car’s sleek, modern essence.
Under the mentorship of Singaporean artist Toby Tan, better known as @tobyato, these young talents had the rare chance to marry creative flair with industry insights.
Students developed their concepts, iterated through feedback, and even brainstormed social media strategies to showcase their work. Toby Tan, whose own vibrant designs have graced Hyundai’s IONIQ 5, brought a wealth of expertise and a collaborative spirit to the table, pushing the students to stretch their limits.
For 17-year-old Ngo Quynh Phuong, a first-year student at LASALLE, the competition turned into a life-changing opportunity. Her design not only won the judges over but also earned her an all-expenses-paid trip to Seoul, South Korea.
There, she dived headfirst into Hyundai’s design philosophy, visiting the famed Hyundai Motorstudio Goyang and interacting with the creative minds behind the IONIQ 6.
Phuong’s reflections encapsulate the essence of this initiative. “Meeting the designers of a world-class car was surreal. It brought my studies to life and showed me how art and innovation can reshape the world,” she shared.
This partnership with LASALLE is part of a broader strategy to empower youth and elevate Singapore’s creative landscape. Beyond honing artistic skills, Hyundai provides experiences (branding, marketing, and real-world design challenges) that prepare students for a dynamic industry.
Dr Hyun Sung Park, CEO of HMGICS, summed it up best: “We’re committed to shaping a sustainable future where creativity and technology redefine mobility. By empowering local talent, we are co-creating a future that combines innovation and beauty.”
The winning IONIQ 6 design will be publicly showcased in early 2025.
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