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work

Inside the City of Ease — Hyundai at CES 2024

client:
Hyundai
region:
Europe, Middle East & Africa
  • Build66
  • Concept Design97
  • EMEA58
  • Mobility51
  • Technology39
  • Build66
  • Concept Design97
  • EMEA58
  • Mobility51
  • Technology39

Introduction

Redefining mobility

Technologies often proliferate rapidly and uncontrollably, leading to unintended consequences such as the emissions from fossil fuels, the accumulation of billions of tons of waste, and reduced mobility due to traffic congestion in densely populated urban areas.

Hyundai's mission, "Ease every way”, positions them at the forefront of addressing these widespread challenges. At CES 2024, Hyundais aim was to establish themselves as the preeminent company in hydrogen mobility, demonstrating that their vision for mobility extends well beyond mere transportation.

The Challenge

Tackling Global Challenges

Presenting Hyundais complex and comprehensive approach in a manner that is simple, understandable, and engaging is surely a challenge. The four fundamental components —hydrogen, mobility, logistics, and smart cities — are an interconnected system and needed to be portrayed as such.

Our goal at CES is to aid Hyundai in fostering an understanding and awareness of some of the world´s most pressing problems. Due to the complexity of all of it, we have to maintain the visitors' attention. The main target groups are company executives in the energy, mobility, logistics, and infrastructure industries as well as decision-makers in politics and those responsible for public infrastructure.

What We Did

Experiencing Tomorrow’s Urban Landscape

We wanted to create an immersive, human-centric space, where visitors were supposed to experience Hyundais products and solutions in interaction. With a minimalistic urban environment, we developed a canvas for our contents and exhibits. The booth depicts a future metropolis, the 'City of Ease.' Here, visitors were furnished with all the essential information to appreciate the urgency for transformation and to recognise how Hyundai's innovative approach propels such change across various dimensions.

Given the extensive array of information, interactive features, and exhibits on offer, we devised a specific route to navigate the space. Visitors were supposed to engage with every facet of the exhibit in a coherent sequence, facilitating a complete understanding of Hyundai's transformative impact in the industry.

Awards

This project has not only convinced our customers and us, but also the juries of global awards.

How We Delivered

Innovation in three acts

The visitors´ journey follows a predetermined path through the ‘City of Ease’: an enclosed cityscape, ushering visitors into an all-encompassing world free from external distractions. With a single entry and exit point, the path guides them through a prologue, experience areas and an epilogue.

Approaching the booth, visitors are greeted by the sight of an abstract city, its design echoing the brand's iconic pixel pattern. As they enter the booth, they experience the prologue—an enveloping pre-show on expansive LED screens. These videos serve as an introduction, illuminating the central theme of 'waste to hydrogen' transformation.

The main exhibition space, also called experience zone, is conceived as a broad plaza, featuring tables that boast interactive screens. Here, they can explore Hyundai's pioneering strategies and solutions in detail. The surrounding thematic zones, showcase live demonstrations of the other technological topics: mobility, logistics, and smart cities. Robots loading parcels from conveyor belts into autonomous transport pods, self-driving public transport vehicles, and more, enliven the futuristic cityscape. Large, curved LED screen showcase animated sequences, serving as an engaging backdrop to the live demonstrations.

The epilogue is presented on a huge central LED display dominating the exhibit space. It broadcasts manifesto films—the distilled essence of Hyundai's philosophy, drive, and ambitions. The contents left a lasting impression, summarising the insights, calls to action, and solutions encountered in the City of Ease, as visitors exit nearby.

Facts

Project: Hyundai at CES 2024

Mission: Showcasing Hyundais pioneering role in hydrogen mobility and smart cities by demonstrating a future where transportation is not just about moving from point A to B.

Solution: We transformed their CES booth into “The City of Ease”; an enclosed space where visitors can learn more about Hyundai’s vision of a future metropolis through live presentations of autonomous vehicles and immersive multimedia experiences.

Result: By introducing industry representatives and public sector officials to Hyundais concept of transforming waste into sustainable hydrogen, we inspired decision-makers and laid the foundation for substantive discussions.

The Numbers

4 trade fair days

2100 sqm booth

What They Said

We wanted to create an experience that is not only educational, but also entertaining. To make Hyundai’s sustainability approach experienceable, we created a familiar place and setting, where people are used to moving around in. Our “City of Ease” motivated visitors to dig deeper into Hyundai’s philosophy and achievements.
— Fabian Rothe, Uniplan Creative Director

Awards

This project has not only convinced our customers and us, but also the juries of global awards.

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