Inside the city at ease
Hyundai
2024 / CES / Las Vegas
Uniplan Gmbh
summary
Under the claim Progress for Humanity, Hyundai came to CES 2024 with an ambition larger than cars — redefining what mobility means at a global scale.
Mobility redefined
The brief called for a space that could hold that ambition: encompassing renewable energy, robotics, intra-hub transportation, and goods handling within a single, coherent brand experience.
core idea
The New urban landscape
The concept built on continuity — echoing Hyundai's 2022 CES presence while pushing the idea further. An abstract urban landscape structured the space: narrow routes that preserved a sense of discovery, with products and content surfacing gradually rather than all at once.
To carry the full weight of the brief, the experience was shaped as a three-act journey — designed to engage all the senses and leave a lasting impression of both the brand and its vision.
key moves
Prologue
Large structural elements mark the stand's boundary and draw visitors in. The entry room immerses them immediately — wide displays unfold Hyundai's waste-to-energy strategy, setting the tone before a single product is seen.
Exploration
The main hall opens into a broad survey of Hyundai's mobility ecosystem: applications spanning warehouses, large transport terminals, and everyday services. Visitors move through the space at their own pace, piecing together a picture of how the brand is reshaping how people and goods move.
Epilogue
A large central LED display closes the journey — broadcasting Hyundai's manifesto films and distilling the brand's philosophy into a single, shared moment before visitors leave.
my role
I joined from the earliest phase of concept development and led the final design direction for the stand — working through multiple rounds of ideation to arrive at a spatial and visual language that could carry the scale of Hyundai's ambition.
outcome
The 2,200 sqm stand drew strong footfall throughout the event and was well received by both the client and visitors. The work was recognized internationally, earning Red Dot and Brand X awards, among others.
