For five days from Oct. 19 to 23, Hyundai inhabited the Re:Mix Lab, a new travelling arts and culture showcase in New York City, to show off its new three-door sport coupe Veloster and showcase the art and engineering of the vehicle. The brand-sponsored pop-up featured a gallery installation, live music, film premieres, fashion shows and cultural panels.
Hyundai Creates Pop-Up Gallery to Showcase New Veloster
The Re:Mix Lab will premiere in New York, will have a gallery show in Los Angeles and will travel to Chicago, Las Vegas, Los Angeles and Miami in 2012. For the pop-up, Hyundai created three custom Velosters, one designed to pay homage to each of the brand’s ideals of music, gaming and technology. Hyundai launched a YouTube channel dedicated to streaming content from all of the events as the tour travels to each market.
“We want to be an organic part of the cultural touch points that our consumers are passionate about ranging from music to gaming to technology,” Steve Shannon, vp-marketing at Hyundai Motor America, told Buzz. “We created the Re:Mix Lab as a natural backdrop to showcase the custom car builds and celebrate the three brand pillars.” Agency: H360, New York City.