Unveil
The Future
Our design represented Hyundai Mobis’ aspiration to playing a leading role in the future of automotive industry. As traditional car brands are challenged to adapt to new market requirements, technology is more than ever becoming a key factor. The Hyundai Mobis booth at CES 2019 highlighted the innovative autonomous driving technologies that are stimulating this change, but are usually hidden underneath a metal skin.
client
Hyundai Mobis
year
2018
type
trade fair
location
CES-Las Vegas
participated as Design Lead for Cheil Germany
© by Cheil /MD Lab. All rights reserved.
By simulating traffic situations synced to the movement of the concept car, visitors experienced a dynamic presentation of Hyundai Mobis‘ technology.
concept & drafts
Having to design a booth for a company that produces all the components and solutions for a vehicle, the aim was to emphasise exactly the elements and solutions that car buyers don’t see. Therefor the entire design process was based on treating the booth as a communication machine that reveals it’s components.
We used the principle of unveiling a stage in a new way – forming a bold and dynamic shape through a vertical surface bending upward, opening the booth in transverse direction towards the visitor flow. Providing a straightforward organization of the booth, we created space for an immersive multimedia experience of the new headlight technologies. Architecture aligned the media screens in space for an environment that unified the concept car and media content.
position of the future booth is influenced by the main visitor flow, hence will create visibility for the booth.
functions are stacked in an L shape to allow open product display
wrap the booth with a translucent fabric
IDEA 1 : Tear open the skin
IDEA 2: lifting the skin
IDEA 3: pooling the skin
