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‘Helio Curve’ by Reuben Margolin

Hyundai Motor Company presented an all-new kinetic art installation, entitled ‘Helio Curve’ by Reuben Margolin, at the opening of 2015 Milan Design Week, celebrating the relationship between movement in the natural and automotive worlds.

The ‘Helio Curve’ installation is Hyundai Motor’s latest contribution to its ongoing ‘Sculpture in Motion’ collaboration with international artists and a part of its commitment to sharing and fostering design excellence in all its forms. The ‘Sculpture in Motion’ project name encapsulates motion within a space and between spaces –hinting at how Hyundai Motor is sharing ‘art of motion’ by bringing displays from different cities around the world.

As design becomes an ever more important element of the brand’s identity, Hyundai Motor uses the annual Milan Design Week as a stage on which to present its Fluidic Sculpture design philosophy, where the creative process is always adaptive, flowing and inspired by nature. Bringing movement to life, ‘Helio Curve’ takes on the form and motion of a continuously moving living organism, demonstrating the way a ‘moment of motion’ can take a more tangible, sculptural form while still retaining its natural energy and movement.

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