Inside

Hoe-young Hwang

MA work

'Super Normal' Bentley

We live in an age where we can build a virtual model in CAD and 3D print it in less than a day. Everything has become extremely fast and easy to achieve. But sometimes we feel lost in this dizzying and breathless digital life. Super Normal cures this part of our emotional absence.
 
The book Super Normal was written by Naoto Fukasawa and Jasper Morisson, focusing and using the natural logic of our everyday unconscious memories to interface with the user, rather than using a 100-page instruction manual. It is about a 'Normal' and natural form but the thought behind the object makes it rather ‘Super’. The Super Normal Bentley is a slightly different approach to this notion in design, since being a vehicle, it relies more on an aesthetical point of view.
 
The Super Normal Bentley is a revolt of the ‘Absence of the Thinking Hand’. A modern day Arts and Crafts movement. The digital development of current cars resulted the designs and shapes to have more of a pinching plastic gesture. An achievement in cars of bringing back the analogue emotion to this digital product that it now has become. 

Using the traditional automotive craft ‘English Wheeling’ controls the design to be naturally generous in form by limitations placed on its method of developing shapes with sheet metal. Ultimately presenting an understated ‘Super’ aesthetical quality which is honest to its material and in alignment with the essence of Bentley.


Info

  • Hoe-young Hwang
  • MA Degree

    School

    School of Design

    Programme

    MA Vehicle Design, 2014

  • Degrees

  • BA Industrial Design, Kookmin University, Seoul, Korea, 2007
  • Experience

  • Internship, Bentley Motors Design Center, Crewe, UK, 2013; Internship, Nissan Design Europe, London, UK, 2013; Creative designer (assistant manager), GM Korea Advanced Design Center, Seoul Korea, 2009-12; Creative designer, GM Korea Advanced Design Center, Seoul, Korea, 2007-9; Internship, Honda Motors Advanced Design Center, Tokyo, Japan, 2006
  • Awards

  • Special Prize, Fiat 'Two of a Kind' Project, 2013; Third Prize, Citroen Global Van Project, 2013; Employee of the Year, General Motors Korea, 2011; Best Concept Car, Chevrolet Miray, Seoul Motor Show, 2011
  • Publications

  • ‘Fiesta of Tomorrow’, Auto Trader 13(26), 2013, p15