ECSTA HS51 Tire by Lee Jae-moon & Park Jae-pil

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DESIGN DETAILS
DESIGN NAME:
ECSTA HS51

PRIMARY FUNCTION:
Tire

INSPIRATION:
Beginning in 2012 Kumhotire identified design as its "core future growth engine" With the Key, concept of tire design, Kumhotire introduced a new corporate sidewall design to create a recognizable 'face' for the brand. Known as the Wing, designer indicated he wanted "a powerful visual signal, a seal, an identifier. The side of a tire needs this recognition, this expression. A tire needs a face and we think the new Kumhotire face is strong and distinctive. Visibility is vital and that face should immediately allow you to identify a Kumhotire even from a distance." Commenting on the new signature sidewall design in 2012 : "From now on, we'll have it on all our tires".

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
ECSTA HS51 is an integrated product to meet performance requirement condition for original equipment tire, dealing with Europe tire labeling (Rolling resistance/Wet grip). It is the optimized product for low noise, excellent highway handling, steering stability and wet grip. This pattern is engineered to minimize frictional and impact energy for noise performance improvement, reinforcing tread pattern to prevent block deformation. Steering stability and hydroplaning is also improved by wide lateral grooves.

OPERATION / FLOW / INTERACTION:
How do you define a tire design? Is it a shape? A performance? Or a form? Team kumhotire believes design is more than just visible elements. It is a subtle language which is spoken through a tire, which you perceive not only with your eyes, but also with your other senses. Of course user and emotion of user is the most important thing. So we provide to user about combination of everything you feel, touch, see and hear.

PROJECT DURATION AND LOCATION:
The ECSTA HS51 had launched in September 2013 in Europe.

FITS BEST INTO CATEGORY:
Vehicle, Mobility and Transportation Design

PRODUCTION / REALIZATION TECHNOLOGY:
ECSTA HS51 is Kumho’s High Performance All-Season tire developed for drivers of mid-level sports cars, coupes and high-performance sedans looking to combine everyday street performance with tread wear. The result of Kumho designers commitment to produce a tire worthy of today's most powerful European and American coupes and sedans, the ECSTA HS51 pushes limits and impresses the enthusiast in every critical area by proudly delivering world-class grip, braking, cornering and control in all conditions.

SPECIFICATIONS / TECHNICAL PROPERTIES:
700mm x 700m x250mm / 12kg

TAGS:
Tire

RESEARCH ABSTRACT:
-

CHALLENGE:
To define the new tire design. Can Touring All Season tires or Summer tires be an original design? It was a simple question, but a daunting task for tire designers who wanted to change the perception that tire design meant only “same.” New challenges required a new way of thinking. The tread of tire is closely linked with tire performance. So we cannot design the tire simply based on its exterior. We designed the groove , sipe, decoration considering the performance of tire. Also, we simulated our design by computer program to expect pattern’s performance. In addition, we studied tire structure, engineering technology. Through these processes, we developed new HS51 Design.

ADDED DATE:
2015-02-23 01:31:12

TEAM MEMBERS (1) :
Lee Jae-moon (Steve), Park Jae-pil, Park Chang-jung, Seo-uk, Jung Hae-dong, Kim Taemin, Han Jae-hyun, Park In-hee, Kim Soo min, Jung Hae rim

IMAGE CREDITS:
Lee Jae-moon & Park Jae-pil, 2014.

Visit the following page to learn more: http://www.kumhotire.com/eng/main/main.asp
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CLIENT/STUDIO/BRAND DETAILS
NAME:
KUMHO TIRE

PROFILE:
Kumho Tires was established in 1960 by manufacturing our first tire product. Kumho tires with a history of 50 years is now preparing for a new dynamic beginning to become a global company.

NOMINATION DETAILS

Ecsta Hs51 Tire by Lee Jae-Moon & Park Jae-Pil is a Nominee in Vehicle, Mobility and Transportation Design Category.

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AWARD DETAILS

Ecsta Hs51 Tire by Lee Jae-Moon & Park Jae-Pil is Winner in Vehicle, Mobility and Transportation Design Category, 2014 - 2015.



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