Hyundai Motor showcases neuroscientifically-driven concept car

Hyundai Motor in its collaboration with the Los Angeles County Museum of Art (LACMA),showcased neuroscientifically-driven concept car.

Termed ‘The Roadable Synapse’ as part of its ‘Art+Technology LAB’, the project examines how the fields of art and technology converge through conceptual artist Jonathon Keats to advance the idea, which presents a speculative alternative to driverless car technology. Technical advisors from the South Korean car manufacturer worked with the artist to investigate how the user’s cognitive processes could be interpreted to provide novel sensory experiences while driving.

 Inspired by Keats ongoing questions about the development of driverless cars and its effects on automobile technology and culture, led him to identify four features which accentuate the link between art and neuroscience technology.

In Keats' concept, this connection was made manifest as adjustable audio effects generated by the Hyundai IONIQ that stimulated the user’s perception while driving. The vehicle speed was conveyed to the driver by adjusting the tempo of the soundtrack playing on the stereo system; autobody aerodynamics was conveyed by adjusting the left-right speaker balance, while vehicle RPM through increase or decrease in the soundtrack pitch, and driving efficiency by the level of audio distortion.

Hyundai Motor is the presenting sponsor of the ‘Art+Technology LAB’ program, that is also supported by technology companies including Google, SpaceX, Accenture, and NASA’s Jet Propulsion Lab (JPL).

 The Korean automaker has participated in the initiative from 2015 as part of its long-term partnership with LACMA, beginning with ‘The Hyundai Project at LACMA’. Since then, more than 20 artists have received grant funding and technical support for ideas that combine art and technology.

 Earlier this year, a Hyundai Santa Fe car was used by a 3D scanning studio – ScanLAB Projects – in their  ‘Post-lenticular Landscapes’ ‘Art+Technology LAB’ project. The exhibit captured vast panoramas of Yosemite National Park and converted them into a digital diorama that was presented inside the car.

“Spearheaded by Project IONIQ, Hyundai Motor’s ongoing commitment is to create innovative mobility solutions enabling movement that is entirely free of limitations, enhancing the future lifestyles of our customers,” said, John Suh, VP, Hyundai Motor. “We are constantly exploring how new forms of mobility can help us overcome current transportation limitations. Engaging with art and technology projects allows us to explore this field in entirely new ways.”