Kia Motors announces its design philosophy ‘Offer United’ at ‘Milan Design Week’

Held for the second time since last year, various works based on Kia’s design philosophy were presented.

Kia participates in the world’s largest design festival and captures the world’s attention by promoting Kia’s design philosophy, ‘Opposites United’.

Kia announced that it will participate in the ‘2024 Milan Design Week’, a design and furniture fair held for a total of 7 days from Monday the 15th to Sunday the 21st, and hold its second exclusive exhibition following last year.

‘Milan Design Week’, which celebrates its 62nd anniversary this year, is the world’s best design exhibition where you can check out the latest cultural trends in architecture, fashion, automobiles, and IT, and is also known as ‘Salone del Mobile’, which means furniture fair. ‘ and the outdoor exhibition ‘Fuorisalone’.

Kia participates in Fuorisalone and operates a permanent exhibition program exclusively at the art gallery ‘Museo della Permanente’ located in the center of Milan, Italy.

The exhibition hall was planned to have a total of five spaces, from the lobby to the main exhibition space.

▲Lobby expressing courage and harmony in breaking down boundaries (Hall of Harmonizing) ▲Hallway embodying KIA’s cultural activities in the form of footsteps (Passage of Footsteps) ▲Room of Creative Risk-takers ▲Tireless Room of Relentless Innovators ▲Visitors can experience Kia’s design philosophy first-hand through an exhibition consisting of a total of 5 spaces, including the main space (Room of Culture Vanguard), which shows the commitment of partners to embrace and move forward together as a cultural leader. can do.

Kia collaborated with four artists active in different fields to create a new interpretation of Offer United and expressed it through works to fill the space. The creative approaches presented by artists from diverse backgrounds expand the concept of Offer United while conveying the message that even differences can coexist harmoniously.

In addition to regular exhibitions, various events such as design-themed forums and performances are also held.

On the stage prepared on the second floor of the exhibition hall, prominent figures from various fields, including Kia Global Design Vice President Karim Habib, will communicate with customers from around the world through forums every evening.

Additionally, after the forum ends, performances of various genres, including electronic music and classical music, continue until late at night, coloring the evening hours of Milan Design Week.

A Kia official said, “This exhibition is an exhibition that concentrates the creativity of artists active in various fields based on Kia’s design philosophy, Offers United,” and added, “Rather than focusing on our own voice, we embrace a broad spectrum to form a creative culture.” “This is a bold step by Kia.”

Meanwhile, since reestablishing the brand in 2021, Kia has been consistently holding exhibitions and events at Milan Design Week as well as the Gwangju Biennale, Busan Motor Show, and Dongdaemun Design Plaza to share its new design philosophy, ‘Offer United (creative fusion of conflicting concepts)’. there is.

In addition, Kia’s new cars, such as the EV6 and EV9, which reflect the ‘Offer United’ philosophy, are being evaluated as having raised the level of design perfection to the next level in domestic and overseas markets.

Reporter Lee Dong-jun [email protected]

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