BRAND

Hyundai

PROJECT

IAA Experience

TYPE

Exhibit

ROLE

Creative Director and Experience Design

Agency

HDS aka. Liganova Horizon

YEAR

2019

OVERVIEW

How Inner Values Become the Big Show.

The new Hyundai i10 is the smallest model in its class and surprises with exceptionally high-quality equipment and unexpected spaciousness. Despite its compact dimensions, we gave the little all-rounder an unmissable appearance at the IAA 2019.

CONCEPT

Our mission was to showcase the Hyundai i10's impressive inner values and features in an engaging and memorable way. We aimed to create an experience that would capture the attention of visitors and allow them to interact with the core features of the vehicle.

EXECUTION

The heart of our execution was an interactive installation designed to transform the Hyundai i10's inner values into a captivating experience. Four large touch screens were strategically positioned within the booth, each featuring a Unity-developed game that showcased key features like the evasion system, trunk volume, acceleration, and smart navigation. This setup encouraged visitors to engage actively with the vehicle's capabilities, fostering a deeper understanding and appreciation of the Hyundai i10's versatility and quality. The minimalist design of the exhibit ensured that the focus remained on the interactive content and the Hyundai i10 itself.

EXECUTION

The construction of the Hyundai booth at IAA focuses on a clean, modern, and open layout aligned with the concept of the Hyundai i10. Using 3D modeling, we optimized the placement and sizing of components to ensure seamless integration of the interactive installation. This approach allowed us to showcase the Hyundai i10 without visual obstructions, emphasizing its inherent values and features.

RESULTS

430+ visitors

Engage with our experiences.

Credit

Creative Direction - Klaus-Martin Michaelis, Moritz von Below
Technical Director - Robert Georgi
Development - Niklas Danz
Account - Moritz von Below
Spatial Experience - Klaus-Martin Michaelis, Moritz von Below
CGI Production - MAINWORKS