Motor show: Hyundai dazzles with Hyper-Matrix

Yeosu, South Korea – As part of the Hyundai exhibition at the 2012 Yeosu Expo show, Seoul-based design collective Jonpasang has created Hyper-Matrix, a large grid of motorised panels that form a moving wall.

Each pixel on the installation is attached to a motor and affixed to a large steel frame. The moving panels are then programmed to create pictures or short animations. The mesmerising arrangement morphs between geometric patterns, ripples and an image of a moving car. The display culminates in a brand message that draws applause from the audience.

The Hyper-Matrix draws on the Hyper-reality design direction and creates a futuristic, immersive geometric space that customers respond to. The pixellated structure also evokes early computer graphics and a primitive digital vibe that feels authentic.

For more on how brands can harness these trends, see our Hyper-reality design direction and our Netstalgia Toolkit.