Record-Breaking Attendance at Hyundai Card's 2024 DaVinci MOTEL Festival
Staff Writer • 2024-09-30
Seoul: Hyundai Card wrapped up its fourth iteration of the 'DaVinci MOTEL' cultural festival, drawing a record-breaking attendance of over 60,000 visitors across its three-day run in Itaewon, Seoul. This annual event, which has grown in scope and popularity since its inception in 2019, features a diverse range of talks, live performances, and exhibitions, bringing together trendsetters and cultural icons from various fields, including music, arts, business, and technology. An Expanded Lineup of Cultural Icons and Performances The 2024 edition saw Hyundai Card’s branded spaces in Itaewon – Vinyl & Plastic, Understage, Music Library, and Storage – hosting 39 diverse programs. Notably, Korean-American actor Steven Yeun captivated audiences with insights into his approach to acting and life philosophy, which has earned him international acclaim, including a Golden Globe for his role in Beef. Other high-profile speakers included New York street photographer Daniel Arnold and global fashion designer Yoon Ahn, co-founder of Ambush. Adding to the festival’s dynamic range of offerings, the partnership with the Museum of Modern Art (MoMA) enabled attendees to experience performance art led by MoMA's curatorial team. Musical highlights included a soulful performance by singer-songwriter Johnny Stimson, alongside electric showcases by K-pop stars RAIN and SUNMI, and a joint performance by The Quiett and CHANGMO. Enhanced NFT Experiences and Global Accessibility Building on the success of the previous year’s fully NFT-based ticketing system, the 2024 DaVinci MOTEL introduced enhanced NFT experiences for festival goers. This year, Hyundai Card extended its anti-ticket scalping measures to include international participants through an upgraded KONKRIT app, allowing smoother ticket purchasing and verification processes for foreign visitors. All ticket holders received an NFC-enabled limited-edition t-shirt, which granted access to digital coupons redeemable at pop-up stores and various shops around Itaewon. Hyundai Card’s commitment to integrating NFTs into its events not only demonstrates the potential of blockchain technology in enhancing user experiences but also cements the festival’s status as a pioneer in utilizing NFTs within Korea's cultural scene. Broader Collaborations and Brand Partnerships The DaVinci MOTEL has evolved into a vibrant local and international festival that encompasses the entire Itaewon area. This year, Hyundai Card expanded its partnerships with local businesses, collaborating with 36 stores, up from 20 in 2023. Festival attendees enjoyed exclusive discounts at nearby restaurants and bars, while non-ticket holders were treated to public busking performances and other open events. Business Insights and Audience Engagement The festival continued to foster dialogue on cultural and business trends. Hyundai Card Vice Chairman Ted Chung, along with Hyundai's Head of Global Design, Sangyup Lee, led a business insight session titled "Attitude towards design, attitude in design," exploring the intersection of branding and design at their respective companies. This session provided festival goers with invaluable perspectives and concluded with an engaging Q&A segment. About Hyundai Card Established in 2001, Hyundai Card is a leading credit card issuer in Seoul, known for its data-science-based Private Label Credit Card (PLCC) business and innovative branding activities. Under its slogan, "Architect of Change," Hyundai Card continues to redefine financial technology and cultural engagement, expanding its global presence through partnerships with VISA, Apple Pay, and more.
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