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Key Takeaways:
- Hyundai Card revives its Culture Project with Tom Sachs’ largest-ever “Space Program” exhibit.
- The series features 200 artworks exploring deep space and identity through bricolage.
- It helps the brand resonate with younger, experience-hungry audiences by aligning with creativity, innovation, and experimentation.
After a seven-year hiatus, Hyundai Card is once again launching into cultural orbit.
This time, the brand is doing it with American artist Tom Sachs and his largest space-themed exhibition to date.
The Dongdaemun Design Plaza (DDP) in Seoul will house "Hyundai Card Culture Project 29: Tom Sachs Space Program: Infinity" from April 25 to September 7.
It's the fifth and most expansive chapter in Sachs’ long-running "Space Program" series.
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Known for his handmade sculptures fashioned from cardboard, duct tape, and plywood, Sachs uses bricolage not just as a medium, but as a mindset.
With this, he melds high concept with low materials to challenge how we consume, believe, and imagine.
"After a seven-year hiatus, we are pleased to once again present Hyundai Card Culture Project, a program that consistently pushes the boundaries to enrich Korea’s cultural landscape through innovative and experimental performances and exhibitions,” a Hyundai Card representative told DesignRush.
“The upcoming 'Hyundai Card Culture Project 29: Tom Sachs' exhibition will be a meaningful opportunity to share Tom Sachs’ visionary artistry and firsthand experience his exploration into a transcendent world."
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Over nearly two decades, Sachs’ fictional space agency has “traveled” from the Moon to Mars, to Europa, and even to the asteroid Vesta.
With Infinity, he dives deeper into themes of psychological exploration, course correction, and extraterrestrial contact, all rendered through obsessive detail and DIY flair.
By anchoring itself to immersive, artist-led experiences like Tom Sachs’ "Space Program," Hyundai Card positions its brand as a cultural tastemaker.
This helps it move beyond finance and into the center of contemporary creative conversations.
Inside Space Program: Infinity
Visitors begin their journey inside the Robert Irwin Scrim Clean Air Room, a symbolic portal meant to strip away the noise of Earth.
From there, they pass through a labyrinth of immersive environments featuring around 200 works.
New installations are paired with relics from Sachs’ past missions.
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At the exhibition’s core is the Lunar Excursion Module (LEM), a reimagined Apollo-era spacecraft Sachs first built in 2007.
It has evolved with each mission and now serves as a centerpiece of Sachs’ commentary on space, progress, and human ritual.
One of the exhibition’s new highlights is Faith, an interactive installation that asks participants to reflect on their personal identities and place in the cosmos.
Nearby, the Indoctrination Center lets guests earn their own Space Program ID, offering a playful chance to become honorary astronauts.
To celebrate opening day, Sachs himself conducted a seven-hour live systems demonstration.
He reenacted the mission protocol and showcased the detailed operational choreography behind the fictional space agency.
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The following day, a special screening of "A Space Program: Director’s Cut" offered an insider look at the artist’s studio process.
It was edited into a tighter, more streamlined version of his 2016 documentary.
The cultural initiative has previously featured music pioneers like Kraftwerk and art icons like Stanley Kubrick and Jean Paul Gaultier.
Now with Tom Sachs at the helm, Hyundai Card signals its commitment to reintroducing bold, immersive storytelling into Korea’s cultural landscape, one space mission at a time.
In other news, Lexus and Team One launched a new campaign that banks on emotion to tell the brand's story.
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