INSTER, the first fully electric Hyundai ultra-compact SUV, a symbol of sustainable urban-friendly mobility

Koreanness: the secret of Korean fusion, of that impalpable mix that contains the essence of South Korean culture and identity, between traditional values ​​handed down and futuristic innovation, lies entirely in this word. It can be expressed in music, art, design, cuisine, beauty but also in a car brand like Hyundai, where its commitment to the circular economy and the most advanced technologies have transformed it into a symbol of international Korean success, but with roots always embedded in the country’s heritage. Values ​​that INSTER also represents well, the first 100% electric Hyundai ultra-compact SUV that will arrive in Italy at the end of the year, with a range of up to 355 km, a symbol of sustainable urban-friendly mobility, with a bumper with a design inspired by electronic circuits, external parts in glossy black paint obtained from recycled waste tires and materials inside made from bottles and biopolypropylene extracted from sugar cane.

INSTER was the perfect testimonial for a two-day event dedicated to Koreanness in Holland, where it showed off its high-end clothing and handicrafts created by artist Sun Lee with hanji, the ancient Korean paper obtained through a very long process from the inner bark of the mulberry tree.. A versatile and flexible paper used over the centuries not only for writing and printing, but also for lanterns, armor, even the windows of houses for its insulating properties, is the creation of objects such as a vase with flowers that we made by hand, in a workshop dedicated to discovering the qualities of this flexible and resistant paper, cutting the hanji paper and gluing petal by petal, leaf by leaf, with the slowness and precision that craftsmanship requires. The same craftsmanship and sustainability of Hyundai, which is also a partner of Amsterdam Fashion Week here and in front of the reconverted iconic Westergas building, sponsored the fashion show of MARTAN, a brand specialized in upcycling fashion which transforms waste fabrics from the luxury hotel industry into creative clothing, starting from the observation that there is already enough fabric in the world to dress the next six generations, and therefore it is not necessary to produce more to create quality garments, thus saving 82% of CO2 and 98% of water used in the manufacturing process.

«There are many affinities between fashion and the automotive world, starting with the advance with which the colors for the new collections and for the new models are studied»says Diana Kloster, Head of Colour & Trim Team at Hyundai, who aims to connect innovative colour strategies to the brand’s design philosophy. «For the new INSTER SUV we took inspiration from Korea’s mix of tradition and modernity, creating a palette of pastel colors loved by Gen Z that draw inspiration from the earth.with rich tones of rusty metals and minerals. For example, Buttercream Yellow plays with yellow, the color of the year, Unbleached Ivory is inspired by Korean ceramics and gives a sense of calm and sophistication, while with its airy structure Aero Silver Matte pays homage to the wide silhouette of the hanbok, the traditional dress of the Korean people and Dusk Blue Matte evokes peace and tranquility. All starting from the idea that inspiration is everywhere, if only you know how to look».