Hyundai Motor to bring out Karim Rashid PYL collection in 2013 Seoul Motor Show


Hyundai may not be a big name in the luxury auto market, but it sure knows to pick the right guy for a makeover. For the 2013 Seoul Motor Show, the company has decided to rope in designer Karim Rashid. With the collaboration, the brand is trying to woo “young, hip consumers who favor unique and emotional designs”.

Rashid has designed items such as TV Bathtub for Saturn, Metal tiles for Alloy Design, Transparent Desk Strata for Toneli, digital audio systems for Olive Media, Crystal kitchen for Scavolini, Champagne coolers, and Multiverse-wallpapers for Glamora among other things.

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Targeted at Korean markets, the cars that will get the lucky rework include the i30, i40 and Veloster in the ‘PYL (Premium Younique Lifestyle)’. The European mid-sized i40 Art will feature exteriors with triangles and rainbow shapes to make it seem youthful and swift. Apart from the cars, there are plans to bring out a ‘Karim Rashid’s Special Collection of PYL’. This will comprise of four items – a wristwatch, a backpack, a carrier bag and a tumbler – all autographed by the designer.

[Hyundai]