Renowned culturall series Hyundai Card Culture Project is back after a seven-year hiatus to showcase the world premiere Tom Sachs' latest space mission, "Space Program: Infinity."
The exhibition is set to premiere on April 25 and will run until September 7 at the Dongdaemun Design Plaza (DDP) in Seoul.
Launched in 2011, Hyundai Card Culture Project has introduced groundbreaking cultural experiences across various disciplines, including fine arts, music, theater, and architecture.
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Past editions have spotlighted global icons like Kraftwerk, Stanley Kubrick, Tim Burton, and Jean Paul Gaultier.
“Hyundai Card Culture Project 29 Tom Sachs” continues this tradition by featuring the New York-based artist, whose intricate bricolage sculptures and immersive installations have captivated audiences worldwide.
Sachs’ "Space Program: Infinity" will showcase approximately 200 works, combining elements from his previous space-themed projects with new, never-before-seen pieces.
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Using his signature materials — plywood, foamcore, cardboard, and resin — Sachs reimagines everyday objects as components of an elaborate space mission, offering visitors an immersive journey into his meticulously crafted universe.
Limited-edition Sachs-designed merchandise will also be unveiled exclusively at the exhibition.
A Hyundai Card official expressed the company’s excitement at the return, stating the project is set to offer a remarkable opportunity to experience the visionary artistry of Sachs in an entirely new way.
Tickets Now Available for the Hyundai Card
To celebrate the launch, the credit card company is offering a limited number of early bird tickets at a 40% discount (KRW 12,000) via KakaoTalk, available starting today.
Once sold out, general admission tickets will be released, with Hyundai Card members receiving a 20% discount.
In line with its push for digital innovation, NFT tickets will also be introduced for the exhibition. They will be available for purchase in April.
NFT ticket holders will be entered into a draw to win exclusive merchandise and other special benefits.
Since 2023, Hyundai Card has integrated NFT technology into its cultural events to enhance security and prevent ticket fraud while offering audiences unique experiences.
Hyundai Card’s revival of its Culture Project reflects a broader strategy of leveraging high-profile cultural events to strengthen brand affinity and customer engagement.
By aligning with globally recognized artists like Sachs, the company positions itself as a leader in experiential marketing, reinforcing its premium brand identity.
Additionally, the integration of NFT ticketing highlights Hyundai Card’s push toward digital transformation, tapping into blockchain technology to enhance ticket security while creating new revenue opportunities and exclusive customer benefits.
Meanwhile, Hyundai has also begun its expansion into the eCommerce market, having partnered with retail giant Amazon for a first-of-its-kind car shopping experience.
