New York (October 20, 2011) – In celebration of those at the forefront of innovation, Hyundai Motor America customized three Velosters that were revealed at the grand opening of RE:MIX Lab last night, a multi city festival of art, music, fashion, technology, culture and design. Built to embody Music, Technology and Gaming, each car was a featured masterpiece in the festival’s principle installation, “Exhibits in Collaboration,” at 410 West 16th Street from 8:00 p.m. to 12:00 a.m. In the spirit of sharing and discovering new ideas, Hyundai introduced a Youtube channel dedicated to streaming content from future events as the series begins its travels from New York to Los Angeles, Las Vegas, Chicago and Miami. Additionally, the evening included live performances by Darryl “DMC” McDaniels, Hoodie Allen,DJ Neil Armstrong, and Dean & Ravo. America’s Next Top Model Camille McDonald was also onsite for the reveal.
“The all-new Hyundai Veloster, our exciting three-door sporty coupe designed for just about any adventure drivers can imagine, connects in personality and function with a group that loves music, fashion, gaming and technology,” said Steve Shannon, vice president of marketing, Hyundai Motor America. “The opening of the RE:MIX Lab brings creativity to life by encouraging collaboration across all of these art forms. Whether experiencing the RE:MIX Lab live in person or via our YouTube channel, we believe this audience will identify with and appreciate the blend of all these creative outlets.”
Beyond the matte black exterior, black-smoked taillights, and custom black suede and vinyl interior, the Music Veloster is a rock star’s dream. The car boasts a Fender Stratocaster guitar and Vox stainless amp for rock fans, plus a world-class DJ setup in the rear hatch with a Numark NS6 DJ controller, customized black and red 15” Macbook Pro with Serato, three JL Audio Amps that appear to be floating in mid-air, and two iPads in a slide-out hidden drawer with mixing software, making this one-of-a-kind car a revolution in harmony. Similarly, the Technology Veloster is equipped with state-of-the-art devices from some of the leading names in the industry, including Apple, Samsung, LG, Panasonic. The glowing white Technology Veloster delivers an unparalleled 3D experience with a 40” 3D LCD TV, 3D Blu-Ray player and 3D camcorder letting people see themselves rendered in a new dimension. And finally, designed to elicit envy, the Gaming Veloster is appropriately green with black accents, custom body kit, carbon fiber trim and Sparco race seats. The rear hatch of the Gaming Veloster is equipped with a 40” TV that is connected to both Kinect and Xbox 360, with a high-speed internet connection supporting Xbox Live, plus additional consoles allowing eight players to simultaneously game in and around the car.
Though inspired by three specific genres, each Veloster is the ultimate example of collaboration with elements of art, music, fashion, technology and design. To further exemplify the ubiquitous role that collaboration has played in the lives of consumers, H360, the experiential marketing division of Harris Publications, has created a truly memorable experience at the RE:MIX LAB, a travelling culture festival and gallery installation which serves as the backdrop for the custom Velosters. Ben Harris, Chief Operating Officer remarked, “We needed to create something that embodies the spirit of these cars but also make it compelling enough for all the hypebeasts’ out there to participate. No one has stopped to provide a truly editorial retrospective of the space”. He adds, “ We jumped at the opportunity to curate an ‘Exhibit In Collaboration’ with the blessing of HMA that serves to further solidify the brand as a supporter of the thought leaders whose works are at the forefront of culture today”.
For recap and photos, go here.