Hyundai – Roots and Wings

  • Niklas Juli

Roots and Wings explores the life and work of Peter Schreyer, one of the most influential car designers of our time – creator of iconic cars of Volkswagen, Audi, Kia, and Hyundai. I played a key role in conception and developing the creative direction of this project – from formulating the art direction for photography, managing the design, layout and print process as well as formulating an app-based solution to access the content digitally. The confident, functional, yet visually driven design reflects feature traits of Schreyer’s beliefs and practice. The photography direction aims to examine the design of the cars in an unobtrusive, reductive and factual portrayal manner, but also celebrates the cars as a piece of design – a composition of lines, forms and reflections – an aesthetic experience on its own. The special edition, addressed and limited to 100 of Schreyer’s closest circle, consists of the book Roots and Wings, a sketchbook, containing a comprehensive collection of Schreyer’s sketches, a photo book, 5 art prints, Schreyer’s favourite pencil along with an invitation to access the exclusive digital content.