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Karim Rashid teams with Hyundai

Hyundai has included the i30, i40 and Veloster under the PYL brand umbrella in the domestic market.

Hyundai will unveil the results of its collaboration Karim Rashid -- one of the world's greatest designers -- at the 2013 Seoul Motor Show.

Karim Rashid is known for his creative and unprecedented vision, from product design to interior design, from furniture design to art. He has won the Red Dot award and over 300 other design achievements, catapulting him to international fame.

"Karim Rashid's creative design philosophy and the unique individuality of Hyundai PYL (Premium Younique Lifestyle) brand represent a perfect match. Hyundai will showcase the i40 Art Car and a special design collection to offer visitors of the Hyundai booth at the Seoul Motor Show a variety of entertainment," said Won Hong Cho, Hyundai Motor's Chief Marketing Officer.

Hyundai has included the i30, i40 and Veloster under the PYL brand umbrella in the domestic market. The concept behind the European mid-sized i40 Art Car styled by Rashid is best defined as ‘the joint between design and technology,’ and the exterior characterized by triangular and rainbow shapes intends to capture the speed and movements of the automobile. The i40 Art Car will work to effectively promote the strategic styling of the PYL segment, highlighting the highly unique qualities of the i40.

Hyundai Motor also plans to showcase ‘Karim Rashid's Special Collection of PYL' consisting of four pieces - a wristwatch, a backpack, a carrier bag and a tumbler which will display Rashid's signature simple, unique design while maintaining the traditional function of these everyday items.