Hyundai Motor wins iF Design Award 2021
by Bennett Oghifo
Hyundai Motor Company this week won the 2021 Design Award from the world-renowned International Forum (iF) with 14 awards for design excellence, including the first iF Gold Award for the ‘E-pit ultra-fast charger ” for electric vehicle (EV).
Hyundai Motor has now been honored at seven back-to-back iF Design Award events, including three coveted Gold Awards, which are awarded only to 75 of the best designs out of nearly 10,000 annual entries.
Hyundai triumphs in various disciplines such as product, communication, user interface, architecture and professional concept. In particular, the company is recognized for its brand communication design with six awards in the communication category for the first time.
“This award is seen as the part in which Hyundai has been fully recognized by global experts in the field of brand communication beyond product design,” said Thomas Schemera, Executive Vice President and Chief Marketing Officer worldwide at Hyundai Motor. “Going forward, we will strengthen our business to build an innovative brand image through creative and sustainable customer experiences.”
For gold: E-pit ultra-fast charger
Winning a rare Gold award, the “ E-pit Ultra-Fast Charger ” dramatically improves the user experience by solving several issues commonly found in EV chargers, such as bulky cables, operation and the use of complicated services, unclear state of charge, hygiene (especially important during a pandemic) as well as production and maintenance.
Inspired by the pit stops of Formula 1 races, Hyundai Design Center designed E-pit to provide fast, easy, convenient and premium service to electric vehicle customers. It is easy to use and provides a simple yet powerful design solution that takes into account a variety of things from hygiene to maintenance.
“Innovative design emerges when the designer focuses on the user experience as the top priority,” said SangYup Lee, senior vice president and director of the Hyundai Global Design Center. “The E-pit design is the absolute result of our efforts to provide a new charging experience for customers.”
The design of the E-pit takes into account various charging scenarios based on the human-centered philosophy of the Hyundai engine. For example, its large roof provides a comfortable charging experience regardless of the weather conditions. In addition, the automatic positioning function, which automatically moves the charging cable, allows various charging positions for different vehicles.
• Discipline: Communication
“Hyundai x BTS Goods” is a global hydrogen campaign with products designed to promote awareness of sustainability among the MZ generations. Most of the merchandise uses reused car materials and recycled flex fabrics. The ecological bags are made of new innovative materials such as Tyvek, which leaves no impact on the environment.
“Hyundai Covid-19 Campaign: Safety First” uses an interactive Hyundai logo to provide clear COVID-19 prevention notifications. With this campaign, Hyundai has strengthened its emotional bond with its customers by showing its desire to maintain a better humanity.
‘2020 Hyundai Planner and Calendar’ has a leather cover recycled from seats collected from vehicle dumps. Also, in order to reduce waste, he omitted the year “2020” from the cover so that it can be reused for over a year by simply replacing the inner sheets.
The “Road to Sustainability” report uses templates for the layout of chapters to easily categorize and focus on content. In addition, it makes Hyundai Motor’s vision for a sustainable future a reality by using environmentally friendly paper and less ink by printing part of the book with just one color.
“Channel Hyundai” is a smart TV-based platform that allows users to experience its brand and products without touching. Thanks to this, customers can watch real-time events, such as new versions of cars on television and on various devices; content such as culture, art and motorsports; and virtually discover the latest vehicles thanks to the 3D configuration function. Channel Hyundai’s TV app and multimedia commerce platform designs are recognized.
“Hyundai Connected Car App, Bluelink” provides seamless connectivity between car and user, linking infotainment and connected car services such as remote start with improved usability and aesthetics.
• Discipline: architecture
The “Hyundai Motor Company Global Learning Center” is a visually stunning facility that focuses on vehicle maintenance training. It consists of a training building and a dormitory with a double-skinned expanded metal facade system to create integrated yet separate vehicle passages, well-ventilated classrooms, quiet interior spaces that are naturally lit.
• Discipline: User interface
The “Hyundai Aqua Design Infotainment System” establishes a unique visual style optimized for a horizontal wide screen that makes a variety of information sources more comfortable to view.
The “ Genesis Copper Design Infotainment System ” is featured in 2020 Genesis models such as G80 GV80 and GV70. The copper theme symbolizes athletic grace. The specialized theme is the result of optimizing the digital environment of a moving vehicle.
“Channel Hyundai” gets the nod in user interface as well as in communication disciplines. It is recognized in this category as a video retail channel.
• Discipline: Professional concept
The “Hyundai Prophecy” concept forges a strong emotional bond between humans and automobiles, giving more value to the customer’s every moment. Its timeless exterior design is reminiscent of perfectly weathered stone, with a clean and simple One Curve line that extends from front to back. Its interior is a lifestyle space utilizing “softer elements” of design. Electrification and autonomous driving technology completely redefine the use of interior space, using joysticks to deliver a whole new fun driving experience.
“ALICE: AR Location-based Information-Centric Explorer” is the integrated Metaverse platform that supports a variety of multimodal services, from last mile services to autonomous driving. Alice provides contextual information for the user’s journey as a single integrated solution with the most advanced functionality to find the final destination and display precise information about points of interest (POI). This eagerly awaited information platform brings a whole new connected experience to the user, also as a creator, thanks to the combination of mobility service and AR technology. In the tradition of Alice, Hyundai will continuously secure and market its futuristic technologies through open innovation.
The iF Design Award goes digital
The iF Design Award is one of the world’s largest and most important design competitions, founded in 1954 by iF International Forum Design GmbH in Hanover, one of the world’s leading independent design institutions.
This year, the competition, for which more than 9,500 entries were submitted by participants from 52 countries, featured several innovations. These include a digital preliminary round (“ online preselection ”), in which half of the submissions are selected for the final round (“ final jury ”), transparent assessment of all categories, including the new disciplines’ user experience (UX) and “user interface” (UI). The other categories are products, communication, packaging and service design, architecture, interior design and business concepts. This year, the iF jury was made up of 98 independent international design experts. All award-winning products are published in the iF World Design Guide (ifworlddesignguide.com) and in the iF Design app.