Hyundai Motor America requested my experiential, auto show team at Innocean USA to create a smart and lean auto show design for their post-covid, relaunch in 2022. We created an exhibit program for them that built around an aluminum extrusion, systems-based structures. My vision was to make the space feel as fully-custom as possible while keeping operations as close to flat, year-over-year as we could.

The following are concepts that fueled and inspired the current Hyundai Motor Shows in the United States.

All visuals and designs are by Art Cole, Senior Creative Director at Innocean USA.