Hyundai Motor and SM Entertainment to Hold Virtual Showcase for New Tucson... Unveiling on the 1st of Next Month
[Asia Economy Reporter Suyeon Woo] Hyundai Motor Company will unveil the new Tucson's innovative virtual showcase, 'Beyond Drive,' on its Hyundai Worldwide YouTube channel at 10 PM on the 1st of next month.
According to Hyundai on the 28th, this virtual showcase will be a new form of contactless performance combining the new Tucson launch event with SM Entertainment's world-first online-exclusive concert platform, 'Beyond Live.'
This showcase, which harmonizes cutting-edge augmented reality (AR) and extended reality (XR) stage technology, performances by K-pop artists, and music videos, incorporates storytelling elements to enhance viewers' immersion, much like a musical. In particular, the new Tucson, realized through augmented reality technology, will fly across the stage, and surreal backgrounds created with extended reality technology will unfold, adding excitement to the performance through innovative stage production.
EXO's Kai performing together with the new Tucson / Photo by Hyundai Motor Company
View original imageThe subtitle of the virtual showcase, 'Following the Hidden Light,' and its storyline are inspired by the new Tucson's front parametric jewel hidden lamp. The parametric jewel hidden lamp is designed without a boundary between the daytime running lights (DRL) and the radiator grille; it appears as part of the grille when off but emits wing-shaped light when started, revealing a strong presence.
The protagonist is Kai, a member of the global K-pop groups EXO and SuperM. Kai performs various genres of performance and acting while traveling through surreal spaces such as the sea, space, a miniature world, and forests alongside the new Tucson. Additionally, dancers from diverse genres, including modern dancer Kim Seol-jin, world-renowned b-boy crew Gambler's B-Boy Kill, and K-pop choreographer Baek Gu-young, will participate in the performance planning to offer an even more spectacular visual experience.
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A Hyundai Motor Company official stated, "Due to the impact of COVID-19, the popularity of various entertainment content enjoyed online is increasing worldwide," adding, "We hope that this newly introduced communication method for new car launches will interestingly convey the charm of the new Tucson to customers."
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