LASALLE student Ngo Quynh Phuong (third from right) at the Hyundai Motorstudio in South Korea. She is accompanied by the illustrator Toby Tan (second from left) and members of staff from the Hyundai Motor Group Innovation Center Singapore.
When Year 1 student Ngo Quynh Phuong signed up to be a part of the inaugural IONIQ 6 design competition, little did she expect that four months later, she would be whisked away on a four-day, all-expenses-paid trip to Seoul, South Korea, or that her design would be produced and applied on an actual IONIQ 6 and displayed in public.
The competition is part of an ongoing partnership between the Hyundai Motor Group Innovation Center Singapore (HMGICS) and LASALLE to offer learning opportunities and increase exposure to real-world industry applications. Students from the Diploma in Design for Communication and Experiences programme were challenged to dream up original car decal designs for Hyundai’s made-in-Singapore electric vehicle, the IONIQ 6.
After weeks of workshopping their designs, including a trip to HMGICS, as well as rounds of mentorship and feedback with urban artist and illustrator Toby Tan (or @tobyato as he is known on Instagram), the field was whittled down to five finalists, from which Phuong emerged as the winner.
As part of her win, Phuong and her mentor Toby were treated to an inspiration trip to Seoul, where they explored iconic design landmarks and met with the visionary designers behind the award-winning IONIQ 6. Phuong will also continue to refine her winning design ‘Dragon of the East’ with Toby, culminating in a public display of the styled IONIQ 6 on LASALLE’s Campus Green in January 2025.
A month before the unveiling of the final artwork, we spoke with Phuong about the inspiration for her design, how mentorship by a seasoned illustrator has helped her open up her practice, as well as the confidence and “enlightenment” that she has gleaned from the Seoul trip.
Congratulations on your win! How did your friends and your family in Vietnam react?
They were so happy for me! I was with my friends when the results were announced. All I heard were high-pitched, excited squealing and “Phuong, you won!” again and again, until I finally processed the news. I will never forget that moment and their proud grins.
As for my family, I called them a little after and they were ecstatic. I was told that my mother teared up and my father could not stop smiling. My other family members were calling that night to congratulate me. It was a great day!
Tell us more about the ideas behind your winning design.
I created ‘Dragon of the East’ as I was reminded during brainstorming of a history lesson in high school, where I learned about the Four Asian Dragons which includes South Korea.
I immediately thought of the image of a dragon and how powerful it is as it travels through the elements of air and water, in the clouds and waves. Wanting to display the sheer power and speed of the IONIQ 6, I crafted a design that embodies such strength with bold colors and bright visuals.
How has collaborating with Toby impacted the way your design for the IONIQ 6 evolved?
All in all, collaborating with Toby has been a great experience. He has a way of integrating his feedback while still considering our artistic intentions. From the start, he has helped me to open my mind and be more expressive with my lines. He introduced the element of asymmetry to the design and showed me how to photoshop my decal onto the car itself.
Throughout our trip, whenever we came across interesting visual references that could evoke our ideas, Toby would point it out and take pictures of it. He has given me feedback throughout the process of finalising our design, whilst adding his own mark to complement my designs.
What were your favourite parts of the trip?
My favourite part would be visiting the Hyundai Motorstudio in Goyang. I was amazed and mesmerised by the sheer magnificence of the studio, where there were interactive chambers that could produce a car piece with a push of a button, polished display exhibits, a car crash and VR simulation, and — my most favourite part — the kinetic objects!
The pillars constantly moving in curved symmetry reminded me of the waves in my design. I was completely captivated and, honestly, have never seen anything like it. I would love the opportunity to see such a display again.
What was it like meeting the Korean design team who designed the IONIQ 6?
I was initially nervous and didn’t know what to expect. However, I was pleasantly surprised by how easily the conversation flowed, as well as how they both answered the questions I had.
I learned about the themes at play within the IONIQ 6’s design, how the interior and exterior connect with each other to create a harmony in the vehicle. With that, I left the motorstudio feeling enlightened and very inspired. It was truly an honour meeting them and I can’t wait to make them proud with the final outcome.
What comes next in your design adventure at LASALLE?
I’ve learned, both from this competition and also the school assignments and projects I have been working on, that it is necessary to try something new. As someone who has always stuck to traditional and conventional design practices in my work, I know now that you never know what you’ll discover until you try.
Taking the plunge has boosted my self-esteem and made me more confident in my practice. In my upcoming years at LASALLE, I hope to challenge myself with more competitions and projects, further develop my portfolio and make my mark at the College.
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