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HYUNDAI X COCO CAPITÁN

LIMITED EDITION PRODUCT DESIGN

Hyundai x Coco Capitán

To reach influential young Koreans with its newest premium credit card offering, Hyundai commissioned 27-year-old multidisciplinary artist Coco Capitán to design a collection of limited-edition sneakers featuring her iconic handwritten prose as an exclusive collaboration available only to select cardmembers.

The partnership drew lines around the block of Seoul’s cultural venue Vinyl & Plastic for a chance to purchase the sneakers, which sold out within hours, and experience the hyper-saturated immersive environment dedicated to Capitán’s collaboration.

The collaboration came to life across digital, film, and social media channels alongside an immersive multimedia store experience, setting the precedent for Hyundai’s ‘Green’ card as one of the most progressive brands catering to Korean millennials.

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Custom Prose for Product Application
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Custom Prose for Product Application
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Product Design/Prose for limited edition Hyundai Card shoe collection
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Product Design/Prose for limited edition Hyundai Card shoe collection
Masking Tape designed by Coco Capitán

"Coco has a great way with language, an ability to coin cute-but-dark aphorisms, that reveal that tension between joy and unease".

-i-D magazine
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Interior store installation
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Interior store installation
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Exterior installation
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Exterior installation
Previsualization of the installation
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Coco Capitán wearing Hyundai Card x Coco Capitán sneakers
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Coco Capitán wearing Hyundai Card x Coco Capitán sneakers
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In-Store event for pre-launch of collaboration
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In-Store event for pre-launch of collaboration

COCO CAPITÁN