Redefining Credit
The Hyundai Card exhibit at Designjunction as part of the London Design Festival, was by far the most immersive and informative experience at the show. By equipping each visitor with a white microchip-embedded Hyundai Card, users were able to discover the range of cards and their respective qualities by tapping their white cards atop receipt printers that each represent a Hyundai Card. These machines would then proceed to print out the card's concept/purpose, materials used to create the card and the service it provides for each featured card. It's a simple interactive experience, and not to mention, quite an auditory experience as you hear the receipt printers go off after every tap.
But the most important takeaway from this exhibit is understanding how Hyundai Card redefined finance throughout Korea's economy. For the user, the Hyundai Card is an object of desirability- aside from the metallic materials of these cards, which introduce a sense of empowerment, each card represents an interest or lifestyle. Whether it's 'the Red' card for those who seek style and practicality or 'the Black' card for the exclusively reputable bunch, each card harbors clearly defined qualities that are largely associated with their respective users. The Hyundai Card is an exemplar lifestyle brand that embraces human experiences throughout various cultural touchpoints- in doing so, it has revolutionized the exchange of money beyond the usual checks and balances.