Hyundai introduced the all-new Hyundai Sonata. In order to reach a younger audience and bring some new attention to the sedan we partnered with the hat company Flexfit and the notable LA street artist, Mr. 44, to pay homage to the “art car”. The purpose was to create a story for the vehicle in which the art would stand out to draw attention to the project.
With many of these types of projects issues do come up and due to a delayed arrival of the vehicle we had to pivot and were given only 5 weeks to finish the build. The race was on to execute and change the initial concept of a tuner style car with a focus on performance, which would have taken a couple months to build properly and in turn decided to do something a bit outside the box to still grab attention. The idea was then conceived to create a vehicle where "Street Performance Meets Street Art."
The vehicle made its debut at the annual SEMA show with version 1 of the vehicle and was later revealed with its new livery at the AGENDA tradeshow in Las Vegas within the Flexfit booth. A matching limited edition hat was showcased alongside the car with artwork from Mr. 44. The success was instantaneous as the vehicle was photographed and shared through social media networks immediately during the tradeshow. The project was included in media coverage from the industry only event in outlets such as Hypebeast. In addition, Flexfit gained attention to their new line of Delta caps that were showcased at the tradeshow. To continue with the marketing efforts, Hyundai has taken the vehicle on tour to various auto shows throughout the country.
The initial rendering and concept was to build a Street GT sedan. Rendering by Jon Sibal.
The 2nd rendering with a subtle touch of art for SEMA. Rendering by Jon Sibal.