This installation stages the design process of the Hyundai brand. It turns the design philosophy “Creating Design from Movement” into a spatial experience, stimulating the senses through light, sound, movement and interaction. When visitors take the lift to access the installation, they are visually prepared by a film. A series of monitors expanding into the room is precisely choreographed with the kinetic sculpture comprising 1,411 individually animated aluminium rods in continuous dynamic motion. During “Reactive Mode”, the rods respond to the visitors’ physical movements.