Hyundai
Milan design week 2019
the brief
Position Hyundai at the heart of Milan Design Week, right in Zona Tortona, and craft an experience that redefines future lifestyle and mobility through the language of design. In a landscape crowded with spectacle, the ambition was to stand apart: presenting Hyundai not just as a car brand, but as a design-driven innovator.
As part of the creative team, I took on a strategic and conceptual role - helping to shape the narrative, visitor journey, and experiential logic that defined the experience. Later, I was on site in Milan to support production and help ensure the concept carried through to execution with integrity.
Category
Exhibition
context
Milan Design Week
services
Strategy
Content Creation
Onsite Implementation
client
Hyundai Motor Company
Monocle Magazine
lead agency and partners
Innocean Europe
Nest One
location
Milan, Italy
year
2019
Awards
German Design Award 2020
photo credits
Nest One, Press
The exhibition, titled "Style Set Free", unfolded as a sequence of sensory experiences that placed customization at the core. Visitors encountered three interactive touchpoints introducing the building blocks of future interior design: Color & Light, Shape & Sound, and Material. Each encouraged playful experimentation, revealing how Hyundai envisions spaces that adapt to personal lifestyles.
At the heart of the experience space, a large sculptural centerpiece became a canvas for projection mapping. Across a twelve-minute cycle, layers of digital animation, sound, and ambient light merged to immerse visitors in an ever-changing vision of tomorrow’s mobility.
