Kia unveils its Design Cultural Communication Project 2024

Kia unveiled its Design Cultural Communication Project at the 2024 Milan Design Week.

For last year's edition, Kia used its Opposites United Exhibition as a way to showcase its design philosophy and to generate discussion on design within a small community of participants. 

Each artwork was crafted surrounding a common theme, Opposites United, to generate talks amongst various people from various specialities

This year's exhibition however, has seen the firm opting to use the opportunity to enhance its creative culture rather than merely providing a monologue of its design history. This year's exhibition thus features various artists with new works of art from a range of mediums, all of which are inspired by Kia's 'Opposites United' design philosophy. 

All participants, current and former, will interact with those visiting Milan Design Week. These conversations are facilitated through the varied staples of art installations, titled Personal and Collective, Tangible and Intangible, and Finite and Infinite. 

Personal and Collective is a representation of the two contrasting ways of approaching life and understanding the world. Despite this, one does not exclude the other. This can be seen through the pairing of two artists' artworks. Anna Galtarossa's multi-sensory installation, The Spirit of Disco and Riccardo Benassi's Daily Dense Dance Desiderio. 

The Spirit of Disco is said to invite the viewer to travel through the artist's personal perspective, projecting her experience beyond spatial limits by integrating the material world with augmented reality. Daily Dense Dance Desderio, meanwhile, introduces a digital world of techno-thoughts, reflecting on the ecstatic and trance-like moments of collective practices with a conceptual, monochromatic work.

To display the contrasting ways to approach life, artworks from Anna Galtarossa and Riccardo Benassi were comined

The exhibit for Tangible and Intangible is by a multi-disciplinary artist, Sissel Tolaas. She taps into sci-fi industrial components which are found in a high-tech apparatus, wereareWEarewhere to distribute a new and invisible architecture of senses. It is said that the scent she creates will be remembered as the smell of Opposites United 2024.

The Finite and Infinite exhibition features a collaboration between Danilo Grande and Benny Lai who are Colombian and Chinese respectively. The work Led Pulse is said to act as a demonstration that the East and West are two opposites whose cultural and philosophical synthesis can set new frontiers in the realms of art and technology. It is also said that the patented Neuronal LED technology used determines a space to be lived in by the audience and that, in return, lives a life of its own.

The Dragon0 Universe acts as a stage, hosting musicians and performers. It appears as a self-sufficient creature, featuring a cyborg, a digital and mechanical dragon. The performances are meant to ignite reflections on the dualism between the individual and the connective. It is said that the artistic practices rooted in analogue, folkloristic, popular, and classical realms espouse new visions finds application in the digital dimension of both Led Pulse's work and of the instruments used.

This year, the project will be at the Museo della Permanente in Milan from 15 to 21 April 2024. Those who come to view the project are said to enter a new world of sensation that goes beyond boundaries, realms, and authority.