Irvine, California, USA and Hwaseng-si, Gyeonggi-do, Korea
Genesis Design Center for Hyundai Motor Company has designed the GV70 with new and unique features for people who continuously strive to be better, so-called “Boundary Breakers.”
These people believe in the importance of new and strong experiences and are not afraid to be different from other people.
GV70 helps express one’s uniqueness, lending the brand a new perspective in luxury values.
For its dynamic design, GV70 was awarded a 2021 Good Design Award by The Chicago Athenaeum: Museum of Architecture and Design and The European Centre for Architecture Art Design and Urban Studies.
GV70’s design not only is dynamic but also meets the practical needs of SUV consumers based on various design elements, including the signature Crest Grille and Quad Lamps, representing the brand’s wing emblem.
The front of GV70 displays a dynamic image as the Crest Grille and the headlamps are on a similar line, while its two-line Quad Lamps add a sense of speed and dynamism.
Moreover, the skid plate placed underneath the bumpers has been extended to the flank, reinforcing the image of a sporty SUV.
The hallmark of the GV70’s side profile is its emphasis on a dynamic expression created by a dramatic contrast of its rear fender with the arching Parabolic Line that begins from the top of Quad Lamps, running across the body.
The sleek and elegant coupe-like roofline, along with the dropping chrome line to the C-pillar, accentuates the sporty characteristics.
To provide the customer with a luxurious and open feeling, the GV70’s interior is made up of an extensive use of simple geometries & beautiful volumes.
The interior design of the GV70 harmonizes the characteristics of the elegant Korean architectural philosophy, the “Beauty of White Space,” as well as a sporty image.
In particular, the sporty interior design inspired by the aerodynamic sections of aircraft wings, visualizes rich volumes by applying uniquely elliptical elements as the main interior theme.
A new type of mood lamp highlights the GV70’s unique character by emphasizing the overall interior design.
It is designed around a driver-centric layout, which provides sporty emotion and comfort at the same time.
The most characteristic feature is “design mood lighting garnish.”
Unlike typical digital painting methods, this garnish is made by layers that are stacked up using a silk-screen method, creating depth in the patterns.
Lighting applied to design film makes the entire garnish glow softly.
Different patterns are shown for daytime and nighttime, and the driver can choose the color to fit their taste.
Premium aluminum garnishes come in two patterns to provide a differentiated design: spin brushed pattern and geometric pattern.
Spin brushed pattern garnish is refined using industrial diamond and expresses the texture of purity, whereas geometric aluminum pattern garnish exclusively for sports packages uses a G-Matrix pattern to showcase sophistication in sport package models.
Moreover, the patterns are three-dimensional and change with the user’s line of sight, and can even be felt by touch.
It is a unique design element that allows consumers to experience GV70 beyond visual design to tactility.
Project: GV70
Designers: Genesis Design Center, Hyundai Motor Company
Manufacturer: Hyundai Motor Company
