Luke Tudor Griffiths

Luke worked with Hyundai Motor Company during his second year at RCA to create an anthology of perspectives on the future of travel and vehicle design, the outcome of which was the publication of the book, The Horse is Dead, Long Live the Horse.

His job-role on this project involved the commissioning editorial, alongside the art-direction of the book. Working closely with tutors Stephen Kirk and Teal Triggs, with the support and assistance of first year student Chrysso Cosmas.

Extract from The Horse is Dead, Long Live the Horse

Since its foundation in 1967, the Hyundai Motor Company has produced competitive vehicles within the global automotive market. Hyundai approached the RCA to engage in a unique collaboration of ‘open innovation activity’ with its communication experts, to bring new thinking to its goal to become the world’s ‘most loved’ automotive brand.

Seokhoon Kang, Director of the Market Insight Group at the Hyundai Motor Company explained: ‘We went to the Royal College of Art in London to meet the most creative students in the world… from which emerged a daunting number of challenging questions about cars and mobility. The project team made an unexpected suggestion: to shift the focus of the project towards a broader perception or notion of the car from that of merely developing new marketing messages.’

The RCA understands that the new attitude of openness between the ‘art school’ and businesses can provide resources for innovation, creativity, applied design thinking and new kinds of learning experiences for both partners, and it is this complex engagement between global art and industry that sparked the publication The Horse is Dead, Long Live the Horse, which is the outcome of this collaboration.