Benz & Ziegler Brand was appointed to prepare a design proposal for Hyundai´s exhibition stand at the AUTO SHANGHAI Trade Fair in Shanghai, China.
Hyundai’s brand identity is characterized by strong and simple colors whilst its design elements are thriving in contour lines, bold contrasts and dynamic layers. The stand proposal follows along these lines, with the aim to highlight the company’s strong design aesthetics and clear vision.
The stand creates a spiral-like path, starting from a strongly and highly geometrically defined entrance point, and it follows a route where the visitor can, at the end and center of the stand, enjoy the main product of the exhibition.
The core exhibiting the main product is covered by a ceiling mounted LED installation which is inspired by Chinese calligraphy and, through illuminated elements, brings the main product to the visitors’ attention.
Along the spiral path one can also observe and participate in the Hyundai experience, through spaces which highlight the company‘s top services such as smart mobility and personalized products. The areas are designed to welcome the guest and make them feel comfortable in their environment.
The primary materials aim to showcase Hyundai’s aesthetics, with the use of white lacquer, glass and LED lights being complimented by the warmer tones of wood in specific areas, like the elevated extended lounge and meeting areas.
CLIENT
HYUNDAI
CATEGORY
Exhibition Stand
LOCATION
AUTO SHANGHAI, Shanghai, China
YEAR
2019
AREA
2925 m²