Techno beats blasted from the Chelsea Market on Thursday night as Hyundai held its second “Re:Mix Lab” event in New York. The experiential exhibition, a traveling showcase of the Korean auto company's cars customized for music lovers, tech enthusiasts, and eco-minded consumers, was introduced last year as a way to market to a younger, more digitally connected audience. This year the event series, once again produced by H360, travels to seven cities, including Los Angeles, Chicago, and Miami.
Key to the exhibition are three new Hyundai vehicles—the Music 2.0 Veloster Turbo, the Re:Mix Genesis Coupe, and the Eco-Turner Elantra—that come souped up with elements like touch-screen displays, sound systems with LEDs and strobes, DJ stations, racing seats, and recycled fabric.
As with the 2011 iteration, there's more on display than just cars—in New York the lab included Kid Robot figurines, sequined sneakers, and musical performances from the likes of Cymbals Eat Guitars and Blonds. “To build on the success of last year, we needed to go back to the drawing board to create something that embodies the spirit of these cars, but also make it compelling enough for all the hypebeasts out there to participate,” said Ben Harris, H360's chief operating officer, in a press release. “We jumped at the opportunity to further expand the 'Exhibit in Collaboration' with the blessing of [Hyundai Motor America] that serves to further solidify the brand as a supporter of the thought leaders whose works are at the forefront of culture today.”
To engage the tech savvy, organizers gave attendees wristbands that, with a tap on designated displays dispersed throughout the space, posted messages to Facebook.
“I want people to leave this event with a new appreciation for Hyundai as a brand.... The environment opens up a dialogue with young consumers and kind of speaks to them—where they work, where they live, where they play,” said H360 president and the event's producer Zev Norotsky. “I want consumers to say, 'Hyundai gets me and knows what I'm passionate about.'”
Later this month, “Re:Mix Lab” will make a stop in Austin, Texas, a new city for the series. “We live to believe that 'Re:Mix Lab' is an evergreen property and something that we can continue to do through 2013 and beyond with [Hyundai's] support,” added Norotsky.