Hyundai Motor and ELEKTRA present METAMORPHOSIS – conceptual rethinking of the world after a pandemic

June 17, 2020. Hyundai Motor and ELEKTRA open HYUNDAI X ELEKTRA: METAMORPHOSIS joint art exhibition dedicated to creative thinking about individual and social transformations in the world after the pandemic.
The exhibition runs at Hyundai Motorstudio Seoul Gallery from June 15 to September 20 and is the culmination of a long-standing collaboration between DooEun Choi, art director of Hyundai Motor, and Alain Thibault, art director of ELEKTRA, the Center for Contemporary Digital Art Culture in Monreale.
HYUNDAI X ELEKTRA: METAMORPHOSIS selected art works from the program of the International Biennale of Digital Art ELEKTRA, both this year and past years. Six authors represent three continents, and their work unites interest in digital technologies. At the exhibition you can get acquainted with the following works: “Serial Transformations (in the third dimension) v04” (2020, Matthew Biederman), “The Guardian of the hole” (2011, Juram Choy (Choe U-Ram)), “Displacement of souls” (2018, Justine Emard), Chroma (cy452) (2019, Kim Yunchul (Kim)), “Mushin Portrait” (2015, Christa Sommerer, Laurent Mignonneau) and “Over the Air” (2018, teamVOID and Chok Yangak (Youngkak Cho)).
“This first partnership with Hyundai Motor Company is important for ELEKTRA,” said Alain Thibaut. “It is a recognition of modern digital art, the artistic direction that we have been engaged in for the past 20 years, and a tremendous achievement of the last ten years of cooperation with South Korea.”
In full accordance with the name “METAMORPHOSIS”, the exposition is a kind of study of what the world can become after a global coronavirus pandemic. The concept of the exhibition was based on philosophical views from the Book of Changes (I Ching). In accordance with the philosophical teachings presented in this book, METAMORPHOSIS suggests that the point of continuous change in the world is to help people understand and appreciate the threefold interconnections between humanity, nature and technology. A person is constantly changing, however, as the book teaches, the basis of human society is an unchanging core that will help people pave the way for sustainable development in the future.
HYUNDAI X ELEKTRA: METAMORPHOSIS allows you to take a closer look at meaningful models of human, nature and technology interactions, and simultaneously breathes new life into a discussion about the meaning of human progress in an era of uncertainty – this reflects Hyundai Motor’s fundamental strategy, which seeks to maximize emphasis on the importance of man in a wide range of fields of activity, including culture and art.
“The Hyundai Motor Company seeks to enrich people’s lives by presenting original creative work in Hyundai Motorstudio galleries worldwide,” says Cornelia Schneider, Head of Global Empirical Marketing at Hyundai Motor. “This exhibition, in particular, helps us look into the future with the help of art and technology and reflect on the upcoming social transformations.”
To ensure the safety of visitors and provide maximum opportunities for a new experience amid the ongoing pandemic, the METAMORPHOSIS exhibition is held on the go on the ground floor of the Hyundai Motorstudio Seoul and on the glass facade of the building. Six selected works, including two multimedia works and four installations created using robots, video, artificial intelligence, interactive and kinetic technologies and other solutions, give an original idea of ​​the Hyundai Motor Art + Technology concept.
A video presentation of the works, including a brief description of the exhibition and interviews with artists, is published on the official Hyundai Motor channel ( and on other network platforms, including ELEKTRA social media pages and a website (Instagram: @ elektra_bian / Facebook:
“Serial Transformations (in the third dimension) v04” by Matthew Biederman is a generative video channel that is automatically displayed on the screen: colorful strings of Necker cubes and symmetric patterns merge into three-dimensional compositions due to color and transparency manipulations, escaping beyond the borders of a flat screen.
“Guardian of the hole” (2011) Yurama Choi is an “animatron” connecting two different worlds – animated creatures and inanimate objects. The work is a kinetic sculpture that resembles a fur seal with the likeness of multi-jointed limbs growing out of it, moving in time with the history created by the artist. It blurs the line between animation and mechanism. The work “The Keeper of the Burrow” embodies coexistence in an extended space-time continuum and was created under the influence of the Indian sculpture of the 10th century “Shiva – God of Dance”, symbolizing balance and harmony.
Soul Displacement (2018) Justine Emar is a film about the interaction of two humanoid robots controlled by artificial intelligence. Driven by a program written by Ishiguro Laboratory from Osaka University together with Takashi Ikegami from the University of Tokyo, Alter 1 robot makes gestures and tries to communicate with another robot, Alter 2. It seems that Alter 1 is intrigued by the sluggishness of his vis-a-vis and is concerned with his movement, full of understanding and sympathy.
Chroma (cy452) (2019) Kim Yunchulya is a 15-meter installation in the form of a toric knot, suspended from the ceiling, made of acrylic, aluminum, polymer materials and LCD screens. On its 320 cells are images generated by the gravitational algorithm, which shimmer with all the colors of the rainbow and together give the viewer an alternative feeling of “material reality”.
“Mushin Portrait” (2015) Crista Sommerer and Laurent Mignono – an interactive installation with a monitor on which, using a lot of moving points, reminiscent of a mushroom swarm, imitates the features of a person standing opposite. The image is constantly changing, creating and destroying the image of the observer, which is a symbolic interpretation of people’s obsession with their appearance, its fleetingness and fragility.
The control program converts the ambient air quality indicators in the world into an image drawn by hands and the sound made by a cube. This performance symbolizes the link between the industry of the future and environmental pollution, as well as various aspects of data interpretation.

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