CuoreMotore — Hyundai. New Thinking. New Possibilities.
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A prize-on-call project to illustrate a concept via poster. We worked on a paper object whose shape was a mixture of a heart and an engine, proje… Read More
A prize-on-call project to illustrate a concept via poster. We worked on a paper object whose shape was a mixture of a heart and an engine, projecting the payoff on it, and taking a shot from the one and only point from which the sentence and its substance were comprhensible. Read Less
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CuoreMotore
Hyundai. New Thinking. New Possibilities
Hyundai Creative Lab is a creative lab, dedicated to italian and international designers and creatives,
aimed to promote the Culture Of The Project, supporting young designers ideas in creative and widespread design world, with peculiar attention to automotive issues and sustainable mobility.

Hyundai, on the occasion of Milano Design Week, announced a prize-on-call to produce a poster whose theme to be interpreted is “New Thinking, New Possibilities“.

We are the winners ;)


THE CONCEPT

“New Thinking. New Possibilities.” is both the starting and ending point.

We decided to interpret the concept to the deepest,
starting by breaking the one and only rule: do not modify the pay-off visual.
Our “New Thinking” dealt with walking the untreaded path.
The unexpected hides new possibilities to be discovered,
and we followed that direction just by changing point of view.

That’s why we decided to look at the sentence not only as a sequence of words,
but as a typographic object too, whose appearance could be manipulated
without loosing its meaning. There’s one and only point of view from which
the poster reads the correct sentence, while slightly shifting aside the trick is unveiled:
the typography lays upon the multifaceted paper object underneath,
being split to spread over faces that build the heart/engine up.

Technlogy, technique, machine – Love, Passion, Man.
Forever elements of a unique universe, the first being generated from the other’s creativity.
Many issues are telling ourselves about the need that tech development get closer
to human needs and his environment. They are more and more the pivot of every new project,
that’s why a small human thrones over the symbol of his own huge creative power.
 TEXTURE
CAR APPLICATIONS
MAKING THE PAPER OBJECT
For the soundtrack, we had good time sampling the amazing song 
FUORISALONE.IT PARTY FOR HYUNDAI
@ OFFICINE DEL VOLO - MILAN
more images from the party here
PaperObject designed by: Ilaria Roglieri
Photography: Federico Padovani

Thanks to Margherita & Christian at Studiolabo for this nice opportunity.