About the project

My final thesis project, completed in 2023, focused on two main areas: first, a study of the future of luxury, and second, the development of a next-generation design language for Hyundai. The project explored how luxury is shifting from material possessions to meaningful experiences and sustainability. Based on these insights, I created a new design language that evolves Hyundai's existing aesthetics, blending heritage with forward-thinking technology to create a strong and distinct brand identity.