The Horizon - HYUNDAI MOTORS global stand design - 2014
The "HORIZON" concept incorporates in its design the vastness and clarity of a horizon. It is bold, morden, clean, smart and spacious. The design conveys timeless and premium feel due to its reduces yet striking and straight-lined shape which is refined & simple and focuses on the essentials.
The portal-like main building is outwardly embracing, whereas its inwardly sloped structure aims to invite the visitor and reflects the brand's philosophy.
The idea of something new waiting behind the horizon reflects the brand's spirit of "NEW THINKING CREATES NEW POSSIBILITIES" as well as the company's drive
to expansion and innovation.
The ceiling lighting stripes are the vertical continuation of the “Horizon” concept. They simulate the rays of light and are synchronised with the main LED and floor lighting.
The lighting concept ensures an immersive experience with its focus on synchronising - thereby unifying the main LED, ceiling lights & floor light stripes.
Behind the main LED is an open space for exhibitions that celebrate “Fluidic Sculptural” art and Hyundai’s desire for lively beauty.
The design of the stand is naturally inviting visitors to enter this area. This “gallery” is perfect for special communication and brand experience. It can also be used as concept car
exhibition where futuristic and innovative designs are introduced. To balance the straight and clear lines of the stand, we imagine this space to have a strong “Fluidic Sculpture”
influence. This will create a WOW effect and surprising moment for the visitors.
Déri design
Concept, Design and Creative direction: Alia Ramadan