2022 Hyundai Ioniq ASKJA Concept

The Istituto Europeo di Design presents the thesis projects of the graduates in Transportation Design for the 2021/22 academic year, the result of the partnership with the Hyundai Europe Design Center. Compact sports vehicles, measuring 4.40 metres in length and powered by a hydrogen powertrain, capable of combining driving pleasure and high performance with sustainable mobility geared towards improving people’s lives. You can find more visual details of the 2022 Hyundai Ioniq ASKJA Concept gallery by scrolling up.

The challenge set by Hyundai to the students was to interpret the brand vision “Progress for Humanity” i.e. to improve people’s lives by making them easier, safer and more sustainable – through the development of advanced technologies. Ongoing innovation that is not just about the product, but the all-round transformation that is helping Hyundai become a Smart Mobility Solutions Provider, serving people all over the world and sustainable from an environmental, social and economic point of view.

The 43 students, coming from 11 countries and organised into teams, responded to Hyundai’s briefing by working in synergy, under the guidance of IED lecturers and the Hyundai Motor Europe Design Center, represented by Chief Designer Thomas Bürkle, Head of Exterior Design Eduardo Ramirez, Exterior Design Manager and IED Alumnus Nicola Danza and Senior Exterior Designer Davide Varenna.

The proposals were fully developed for the exteriors and interiors, starting with the initial study phase, brand and market analysis, style research and sketching, through to the final phase of 3D modelling and video rendering. Out of the eleven projects submitted for the thesis discussions, HYDRONE_01, ASKJA and AVA were selected, the three projects with the greatest impact and most in line with the parameters of the assigned brief, contributing to the production of 1:4 scale prototypes.

Straight from the metaverse and a world inspired by gaming comes HYDRONE_01, designed by Sara Conte, Emilio Palmieri, Filippo Checcucci and Francesco Pizzitola. A sporty hatchback, dedicated to real-life and video game driving enthusiasts. Shapes and surfaces with particularly pronounced edges create a low-polygon effect that draws formal inspiration from vintage video games and translates everything into a visionary automotive style. An emptying of the rear results in more than just visual lightness and the dual colours emphasise the two souls of the vehicle.