About the Milan Exhibition in Kia About the Milan Exhibition in Kia

2024.06.27 Kia 분량6min

Opposites United Reimagined: Kia at Milan Design Week for the Second Time

Kia's imagination knows no bounds. Presenting their second solo exhibition at Milan Design Week 2024.

People heading to the exhibition in Milan, Kia

Kia held their second solo exhibition at the world's largest design festival, Milan Design Week 2024, following last year's successful showcase. This exhibition, held from April 15th to 21st (local time) at the Museo della Permanente in central Milan, introduced a fresh interpretation of Kia's 'Opposites United (creatively combining contrasting concepts)' design philosophy.


A view of the exhibition site in Milan, Kia

But why Milan? Initially launched in 1961 to bolster the Italian furniture industry, Milan Design Week has evolved into a sprawling design festival that spans multiple sectors. This festival now stands as a grand forum for discourse, where countless brands, including Kia, showcase their design visions, and professionals from diverse fields gather to share their perspectives.


A view of the exhibition site in Milan, Kia

In last year's solo exhibition, Kia showcased artworks introducing their Opposites United concept and engaged in extensive discussions on design with participants. And this year, Kia has returned to Milan, collaborating with artists from various fields to explore new ideas based on the concept, with a focus on fostering cultural exchange and communication in design.

A view of the exhibition site in Milan, Kia

The exhibition is titled ‘Opposites United: Intersections Beyond Boundaries’, effectively capturing the concept's direction. Kia presented artworks where artists interpreted Opposites United in their own ways, while engaging in bold discussions on symmetrical themes such as 'Wood and Silicon' and 'Natures and Cities’. This aims to explore methods of finding balance from various viewpoints and to stimulate new perspectives and ideas. In response, Kia's Design Communication Team explains as follows:

A view of the exhibition site in Milan, Kia

“The exhibition last year focused on presenting Kia's design philosophy under the brand's guidance. This year, we collaborated with artists from various fields to reinterpret the concept of ‘Opposites United’ and express it through their artworks. This effort aims to explore creative approaches from diverse angles, expanding the concept and conveying the message that even differences can coexist harmoniously.”

A view of the exhibition site in Milan, Kia

Every space in the exhibition hall carries its own distinct narrative. The lobby represents the courage to break boundaries, while the corridor embodies the traces of Kia's cultural activities. The main exhibition space is divided into areas, each representing 'Culture Vanguard,' 'Creative Risk-takers,' and 'Relentless Innovators.’

A view of the exhibition site in Milan, Kia

The spatial arrangement embodies the cultural characteristics, values, and messages of Opposites United. In essence, the exhibition space serves as a 'vessel,' encapsulating Kia's ultimate mindset of progressing as a companion.

A view of the exhibition site in Milan, Kia

One of the main values of Opposites United, 'creatively combining contrasting concepts,' serves as a source of inspiration for artists and can be applied to countless aspects of the world. Consider the opposing concepts of 'individual and group,' for instance. They are fundamentally different, yet they are not mutually exclusive. Individuals come together to form a group, and within the group, there are individuals. 

A view of the exhibition site in Milan, Kia

Kia exhibited artworks by Anna Galtarossa and Riccardo Benassi that corresponded to the concepts of ‘individual and group.’ Galtarossa's 'The Spirit of Disco' reflects a personal perspective with a cartoonish composition, while Benassi's 'Daily Dense Dance Desiderio' uses digital technology to illuminate a collective viewpoint. 

A view of the exhibition site in Milan, Kia

Sissel Tolaas, a fragrance researcher, artist, and chemist, conceived the idea of 'non-existent scents' between the concepts of 'tangible and intangible.’ Within the expanded domain of perception, she has crafted the scent of the future. 

 

Inspired by the opposing concepts of 'finite and infinite,' the 3D volumetric LED artist group 'Led Pulse' created 'DragonO Universe' using LED displays. They created artworks where opposing elements interact incessantly, much like humans encountering digital organisms in a space where reality and digital technology converge. 

A view of the exhibition site in Milan, Kia

Thus, the creative approaches of various artists expand the Opposites United concept, while conveying the message that polarities can harmoniously coexist. According to the Kia Design Communication Team:

A view of the exhibition site in Milan, Kia

“We, the Kia Global Design, aims to serve as a ‘vessel’ for conveying broader expressions and interpretations, striving to introduce unsung heroes from various cultures to the world. The goal is to communicate and engage with individuals across various disciplines, fostering further advancement. To unify and enhance this exhibition, performers, artists, and curators collaborated, adopting an experimental approach to transform the exhibition space into a versatile stage. The collaborating artists are individuals who sincerely resonate with Kia's ethos, devoid of any commercial intentions or purposes, aiming to establish a sustained community beyond a single collaboration. We plan to continue these cultural activities in the future.” 

Talking with officials at the exhibition in Milan, Kia

Opposite United's expansion went beyond the artwork exhibition. Kia hosted a variety of events, including forums and performances focused on design. The forum's topics were based on combinations of contrasting keywords that reflected the expertise and characteristics of the speakers. Various opinions were exchanged on subjects such as 'Wood and Silicon,' 'Memory and Impermanence,' 'Natures and Cities,' 'Space and Earthling,' and more.

Talking with officials at the exhibition in Milan, Kia

Furthermore, prominent figures from various fields, including EXECUTIVE VICE PRESIDENT Karim Habib of Kia Global Design, engaged in discussions on design, culture, and the arts with customers from around the world. After the forum, performances blending electronic and classical music genres continued into the late night, enriching the evenings of Milan Design Week. The performances themselves achieved harmony through the juxtaposition of electronic and classical music. 

The performances of artists filling the exhibition in Milan, Kia with music

This year's exhibition, capturing the creativity of artists active in various fields, can be considered a stride towards embracing a broad spectrum for creative cultural development. Kia's effort, aimed at creating a 'cultural event where diverse artists could communicate' through various exhibitions and talk sessions, received enthusiastic responses from the audience. Throughout the day, long queues formed in front of Kia's solo exhibition hall, indicative of its popularity.

A view of the exhibition site in Milan, Kia

Kia expanded the concept of Opposite United and invited audiences into a limitless world of imagination through this exhibition. The enchanting world of new sensations, where things that seemed impossible to blend coexist harmoniously, was captivating. The perspective of 'creatively combining contrasting concepts' assigns fresh value to all polarities, including complexity and simplicity, metal and plastic, harmony and dissonance. 

 

Without a doubt, Kia's approach to design transcends mere beauty. The Opposites United concept integrates various elements of the world, including philosophy, culture, and art, into a cohesive ideology. What will Kia's next step be? Expectations are already high.