Alex Tait was commissioned by South Korean luxury department store Hyundai for their Family festival campaign and in-store activity, ‘Picnic Happiness A-Z’. In Korea, May is a major month due to the number of national holidays – ‘family month.’ For years, the Hyundai store has collaborated with various artists around the world to mark the occasion – which, for them, is as big as Christmas. Each year they host a different theme which they bring to life through stories and characters used across their in-store visuals and store windows.
Alex worked closely with the Hyundai in-house creative team in Seoul to create a suite of images to work across their installations in-store, social, advertising campaign and merch. Alex’s ‘Hugging Monster’ character was built into a plush sculpture for people to actually hug.
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