Unveil the Future
Hyundai Mobis
2018 / CES / Las Vegas
Cheil Germany
summary
Auto components
Hyundai Mobis is a sub brand from the Hyundai Motor Group and deals with the manufacturing of parts and supplying them not only inside the group but to other manufacturers globally
Topics such as Autonomous Driving and AI solutions are among the main elements to be exhibited, however there is also a strong focus on regular mechanical components that the brand presented to its partners, the show being mainly focused on building B2B connections and strengthening its position on the market.
core idea
See the unseen
The simple act of unveiling what is under the skin, relates very well with the principle in which car components are present in our daily driving experience but their presence is always kept behind the the skin of the car. Therefor, by focusing on the concept of unveiling , we bring into light the the technologies and the means that help us reach new limits into the field of transportation.
key moves
using the stand regulation, we tried to create a place for where people can gather and exp the products.
tear up the skin
taking inspiration from the automotive industry, we arranged the function in a pragmatic way so that they meet the needs from the brief.
Three directions have been developed in parallel based on the same approach on how to better solve the opening, with 3 different design languages.
lift up the skin
last step was covering the functions with a withe cloth and lifting one corner to unveil the experiences with.
pull up a corner of the skin
my role
Served as the creative lead for both the architectural concept development and the pitch presentation, which ultimately secured the project for Cheil Korea.
outcome