2010 Kia Soul Wears Antenna Denim to SEMA

  • Artistic program includes eight eclectic designs for a customized Kia Soul, a 19-page advertorial, mini-magazine, grassroots marketing tour, online microsite, contest and social networking applications

    LAS VEGAS, November 4, 2009 Bringing the worlds of music, fashion and technology together to develop the ultimate ride, Kia Motors America (KMA) and Antenna magazine proudly showcase the custom Antenna Soul as part of the Soul Xpression program at the Specialty Equipment Manufacturers Association (SEMA) show in Las Vegas. Following the wildly successful launch of the all-new 2010 Kia Soul, KMA and Antenna magazine collaborated to develop Soul Xpression, a 360-degree integrated program and exhibition of the creative spirit showcasing style leaders and passionate trailblazers from the worlds of music, fashion, skate, style and technology. Partners in the project include etnies, Huf, Original Penguin, Smart Design, DJ Whoo Kid, Todd Schmidt and surf brand In4mation, all of whom expressed and designed their own unique visions for the Kia Soul. At the culmination of the design process, one highly stylized Kia Soul was built that fused influences from the seven partners as well as other en vogue name brands represented on the pages of Antenna magazine.

    The Antenna Soul made its debut on the catwalk during New Yorks Fashion Week in September followed by a launch party at the Ainsworth in New York hosted by Kid Cudi; and kicking off with SEMA it begins making the rounds on the auto show circuit. The Antenna Soul includes a pop-up “shop” of the latest trends in clothing and accessories from Original Penguin, Huff and etnies. Custom seats feature Cone Denim, bespoke stitching and Rufus shirt material, and a G-shock clock is mounted on the dash. Perforated leather and denim adorn the interior along with a RICTA skateboard wheel gear shift knob, leather-wrapped mounting holsters for personal electronics, a custom display case in the glove box for fashionable watches and stylish sunglasses, a refrigerator in the back seat and a skate board in the roof liner. Arrive in style or even fashionably late for any occasion in the Antenna Soul with clothing packed neatly in a motorized organizer in the trunk featuring exclusive apparel and accessories.

    Media elements of the campaign include a 19-page in-book advertorial in Antenna magazine, mini-magazine, grassroots marketing tour, online microsite (antennamag.com/kia), contest and social networking applications. The online contest invites readers and general consumers to create their own customized Kia Soul via words, photo or art to win $1,000 and limited-edition goods from Antenna design partners. A downloadable template of a Soul and the contest can be found at: http://www.antennamag.com/kia/contest/.

    “The Soul Xpression program takes design elements of the Soul to the next level by adding specific visions from inspirational style leaders,” said Michael Sprague, vice president of marketing, KMA. “As a head-turning example of modern design, the Soul was the perfect canvas for influential designers and thought leaders to come together and express everything that would make it further befitting of its name.”

    About the Antenna Soul

    The Antenna Soul represents a fusion of influences from design partner cars merged with brands from the magazine. Additional influences and items from design partners include:

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