iAA

hankook

Hankook presented its new products and vision under a new image during 2017’s IAA in Frankfurt..The illuminated facade of the main building as well as the concepts for new mobility solutions, reflected Hankook’s DNA and pursue for innovation.

client

hankook

year

2017

type

Trade fair

location

IAA-frankfurt

participated as design lead for Cheil Germany

© by Cheil . All rights reserved.

The general intention was to use use the 2d element of the HANKOOK guideline ( the orange line ) as a holistic 3 dimensional gesture that would cover the entire booth, This resulted into a crown that would enhance the presence of the booth within the fair ground.

From a program point of view, the request was to create as much space for product display, to organise a dark room to highlight the UNIPOD and to allow for visibility from the top of the booth, where the VIP lounge was.