Hyundai Motors celebrated the debut of their new SUV, the Hyundai Palisade, on Tuesday night in LA with a louche party and fashion show in the rooftop garden of the Soho House West Hollywood. Dubbed Hyundai StyleNite, the event also marked the official launch of the company’s new lifestyle platform @hyundai.lifestyle, through which they hope to bridge the worlds of fashion, music, art, and automotive design. “Today’s consumers tend to avoid traditional ways of advertising and marketing activities, it’s all about the experience,” said WonHong Cho, EVP and CMO at Hyundai Motor Company. “There is no better way to build an authentic connection with customers than through culture, music, and fashion in particular. We are planning to get closer with customers through interesting cultural events, starting with StyleNite.”
The event was hosted by celebrity stylist Ty Hunter – most famous for his work with Beyonce, Kim Kardashian, and Serena Williams – and kicked off with a fashion show featuring designs created by Hunter in collaboration with South Korean fashion label GREEDILOUS. The twenty-piece capsule collection utilized bold floral prints in kaleidoscopic configurations mashed up with the logo for Hyundai’s new car. Currently, there are no plans to put the collection into production, which is a shame, because they are actually pretty cool.
“I feel really honored to have a global brand like Hyundai supporting our creativity and working together to reach a new generation of customers with this product”, said Hunter, “Through StyleNite, we captured the youthful culture that Hyundai pursues.”
After the show, celebrity guests including Sofia Richie, Erika Jayne, Tess Holliday, Larsen Thompson, James Kennedy, Suede Brooks, and Shaun Ross, just to name a few, enjoyed a DJ set by popular South-Korean DJ Raiden, who has performed worldwide at major EDM festivals including Ultra Music Festival, Tomorrowland and the Pyeongchang Winter Olympics in Seoul.
Hyundai will officially unveil the new Palisade SUV later today at the Los Angeles Auto Show.