At Munich IAA Jack Morton manifested Hyundai’s Art of Steel by crafting an urban-scale, walkable showcase inviting audiences into the brand’s design culture.
What we wanted people to do: walk the space, explore the products, share content, and connect Hyundai with precision, openness, and progress.
What they should take away: Hyundai’s design language is live with the Concept THREE. It is Europe-ready, built with material honesty.
Our objectives:
– Manifest Hyundai’s culture of design in the city.
– Launch the Art of Steel with Concept THREE.
– Create a bold visual statement. Simple to read. Impossible to ignore.
– Invite people in. Increase dwell. Drive discovery of the e-mobility line.
– Deliver strong earned reach with a press moment and social pick-up.
– Show responsibility through reusable materials and a modular build.
Our idea : Art of Steel at urban scale.
We created a unique space made of 6 giant pixels. Parametric thinking shaped dimensions, joints, and assembly. Tinted transparency layered reflections and light motion animated the structure by day and by night.
The space mixed emotion and function. It framed views, guided flow, and staged products.
The kit used reusable steel, aluminum, and tinted glass. Modular by design for re-use and re-configuration.
A clear promise: Precision you can walk through.
