A BRAND EXPERIENCE THAT IS MORE THAN A PRODUCT PRESENTATION
Hyundai, Worldwide
TREASURED MOMENTS: CREATING SPACES FOR WHAT REALLY MATTERS
A more harmonious future for people, society and the environment is a key priority for Hyundai Motors. This responsibility and ambition is reflected in the new brand vision "Progress for Humanity".
For the agency, the task was to bring this philosophy to life in a new global trade show presence. Within the scope of an RFP, we developed the concept "Treasured Moments", which introduces a paradigm shift between vehicle presentation and human-centered storytelling.
Using generative and parametric software, we designed a flexible exhibition stand concept for worldwide use, whose adaptable, modular elements give Treasured Moments a physical expression. At the core are round, organic shapes that symbolize the impulse of life.
CO-CREATIVE PLANNING PROCESS
The most radical innovation of our concept is an interactive planning tool that enables a smooth and participatory planning process between all stakeholders involved. For each specific trade show appearance, this intuitive tool can be used to run through different scenarios to optimize the balance between themed areas, communication areas and product presentation. Additionally, the resulting design can be adapted to local conditions.
With this seamless extension, which connects the analog with the digital world, we ensure efficiency in the planning and production processes as well as interactive user scenarios that make complex processes understandable and accessible.
MODULAR ECO SYSTEM
The modular and infinitely scalable system can be effortlessly adapted to different spatial, geographic and cultural conditions. In addition to the construction of exhibition booths, the system also enables the construction of pop-ups for outdoor use.
