Kia to host exclusive exhibition at Milan Design Week

Kia has announced that it will participate in Milan Design Week 2024, a seven-day design and furniture fair held from Monday 15th to Sunday 21st, and will hold its second solo exhibition after last year.

Now in its 62nd year, Milan Design Week is the world's leading design exhibition showcasing the latest cultural trends in architecture, fashion, automotive, technology and more, and consists of the Salone del Mobile, the furniture fair, and the out-of-home exhibition, the Puori Salone. Kia will participate in the latter, hosting an exclusive permanent exhibition programme at the art gallery Museo della Fermanente in the heart of Milan, Italy.

The exhibition space is organised into five areas, from the lobby to the main exhibition space.

The exhibition is organised into five spaces: a lobby that expresses the courage and harmony of breaking boundaries; a corridor that depicts the footsteps of Kia's cultural activities; a space for brave creative adventurers; a space for tireless innovators; and a main space that demonstrates the company's commitment to inclusion and togetherness as a cultural leader.

Kia collaborated with four artists from different disciplines to create a new interpretation of Offerjit United and fill the space with their artworks. Their creative approaches expand the concept of Offerit United and convey the message that differences can coexist in harmony.

In addition to the permanent exhibitions, the museum also hosts design-themed forums, performances, and other events.

On the stage on the second floor of the exhibition centre, Kia's Vice President of Global Design, Karim Habib, and other prominent figures from various fields will interact with international audiences in a forum each evening. After the forums, performances of various genres, including electronic music and classical music, will continue until late into the night, highlighting the evenings of Milan Design Week.

"This exhibition brings together the creativity of artists from various fields based on Kia's design philosophy, Offerit United," said a Kia representative, "It is a bold step for Kia to embrace a broad spectrum of creative culture rather than focusing on our own voice."

Since its rebranding in 2021, Kia has continued to hold exhibitions and events at Milan Design Week, as well as the Gwangju Biennale, Busan Motor Show and Dongdaemun Design Plaza to share its new design philosophy, Offerit United.

In addition, Kia's new vehicles, including the EV6 and EV9, which reflect the Offerit United philosophy, have been praised for taking design perfection to the next level in both domestic and international markets.

Article roadtesting editorial (kyuyongk98@gmail.com)
Photo Kia