Hyundai Motor Company, South Korea’s largest automaker, and Prada, one of the world’s leading brands in the luxury goods industry, will collaborate to create three special edition Genesis sedans that will combine the best technology and industrial design with quality materials, craftsmanship and an innovative new approach aimed at creating a new driving experience.
One car will be unveiled at the 2009 Seoul Motor Show and then displayed at Hyundai Motor Company’s headquarters in Seoul, while the other two will be auctioned at the Prada Transformer, a unique, temporary building that will accommodate a range of different art, cinema, culture and fashion events from March to July 2009*. The proceeds will be donated to a charity under the joint Hyundai Motor Company - Prada Transformer name.
Prada’s design team will create three special edition Genesis sedans in Italy over a four month period, working closely with Hyundai Motor Company’s engineers and own designers, using the house’s signature materials.
“We’ve made a name for ourselves as a quality automaker, and are now focusing on raising our brand image,” said James Choi, Hyundai Motor’s President of International Sales. “We are extremely delighted that Prada, one of the best and most innovative luxury goods brands, has agreed to work with us and infuse their creative energy into our products.”
Hyundai, which leaped into the luxury car segment this year with its new rear-wheel drive V6 and V8 sedan Genesis, is opening its doors wide open to innovative and creative ideas from the world’s best. The special edition project will lay the foundation for future cooperation between the Korean automaker and other specially-selected partners.
*About Prada Transformer
The Prada Transformer is a tetrahedron-shaped building, created by Rem Koolhaas and AMO, the think-tank of the Office for Metropolitan Architecture (OMA). The Prada Transformer will be built adjacent Seoul’s Kyeonghee Palace and will accommodate a range of different art, cinema, culture and fashion events from the end of March to July 2009. The project will be realised in partnership with LG Electronics, Hyundai Motor Company and Red Resource.
Established in 1913, Prada has built a reputation as a reference trend-setting brand in the luxury industry. Prada's interests transcend fashion, to embrace multi-faceted cultural initiatives that led to the creation in the early nineties of the Prada Foundation, which has become a reference institution in contemporary art and culture.
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