CREATING SPACES FOR WHAT REALLY MATTERS
Hyundai refined their brand strategy to express the company’s commitment to doing the right thing for people and societies. This strategy, “Progress for Humanity,” with its emphasis on human-centered storytelling, required a new approach to the trade show look and feel. Brandlab won the pitch with the concept of “Treasured Moments”— enabling meaningful experiences by embracing the beauty and wonders of life. Brandlab used this concept to create a spatial expression that highlights these Treasured Moments. Circular, organic forms are at the center of the design approach, expressing the impulse of life. The new experience is based on a generative design approach, ensuring easy adaptation and flexibility for many application needs.