29.07.2019 Press release

The “#NextAwaits Kona Hybrid Project”

  • #NextAwaits Kona Hybrid Project draws innovative attention to the latest member of the award-winning compact SUV family from Hyundai
  • Austrian visual artist Birgit Palma creates a series of eye-catching photos of the All-New Kona Hybrid using ‘double exposure’ technique
  • Working with key creative opinion leaders from across Europe, Palma’s technique perfectly visualises the dual character of hybrid driving technologies

Press material

The market introduction of All-New Kona Hybrid extends Hyundai’s popular, award-winning Kona range to even more choices for European customers.

To mark the occasion, the company has worked with artist Birgit Palma to create innovative ‘double exposure’ photos of its new hybrid compact SUV at a special “#NextAwaits Kona Hybrid Project” launch workshop in Hamburg, Germany, which attracted key creative influencers from across Europe.

With an efficient, full hybrid powertrain, the All-New Kona Hybrid combines a petrol engine with an electric motor. Although this connection is not immediately visible to drivers on the road, Hyundai chose to work with the Austrian artist to produce a series of eye-catching photos that illustrate this fusion of driving technologies, while also putting the compact SUV’s stylish design in the spotlight.

Palma specialises in illustration and lettering. In many of her projects, she utilises the double exposure method, which places her at the forefront of modern art and design. Double exposure involves merging two different images together to provide new perspectives and tell stories in a way that cannot be achieved with a single image. This makes it an ideal artistic format to illustrate the All-New Kona Hybrid’s progressive approach.

I was delighted to be asked by Hyundai to produce some of my work for this project that celebrates the All-New Kona Hybrid. I decided to use the double exposure method because I wanted to create a new kind of car photography that visually represents this versatile and stylish model’s clean mobility credentials.

Birgit Palma Austrian visual artist

Hyundai decided to herald the launch of the All-New Kona Hybrid by hosting a special creative gathering at YES, an industrially-styled workshop space in the modern HafenCity district of Hamburg, Germany. The Hanseatic harbour city was selected as it is a forward-thinking media hub and, like the All-New Kona Hybrid, noted for its eco-consciousness. As well as Palma, Hyundai invited a number of top influencers from across Europe to experience the brand’s latest electrified SUV at close quarters and participate in the production of illuminating illustrations. Together, they created a series of double exposure images to visualise its story, from its expressive exterior design to its environmentally-friendly powertrain technology.

Since the original Kona arrived on the market in 2017, nearly 120,000 units have been sold in Europe. Now, Hyundai is adding a full-hybrid version to the Kona family, answering European customers’ demands for more SUV-bodied eco-friendly models. As well as its efficient electrified powertrain, the All-New Kona Hybrid offers a bold design and a range of technology enhancements, including advanced Blue Link® connectivity features, SmartSense™ active safety and driving assistance systems, as well as state-of-the-art infotainment features.

With the launch of the All-New Kona Hybrid, Hyundai further demonstrates its position as a leader in future mobility by offering even more environmentally-friendly choices for our European customers. Birgit Palma’s innovative approach to creative expression made her a natural fit for our #NextAwaits Kona Hybrid Project that celebrates our latest eco-friendly SUV, which combines electrified dual driving technology with elegant design.

Andreas-Christoph Hofmann Vice-President Marketing and Product at Hyundai Motor Europe HQ

About Birgit Palma

Born in Austria, Birgit Palma is a multi-disciplinary illustrator and lettering artist. She describes her art as “the sweet spot between modern avantgarde and illustration”, and her work integrates surrealist and abstract geometric themes. She currently lives and works in Barcelona, Spain.

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