Hyundai Global Exhibition Design Guideline

Working at GRAFT Brandlab in 2019, our team developed Hyundai’s global exhibition design guideline — a spatial framework that translates the brand’s vision “Progress for Humanity” into a consistent architectural language. The concept defines materials, light, and modular systems to create adaptable environments across international trade shows and retail spaces. Balancing innovation and emotion, the guideline became the foundation for Hyundai’s unified global brand presence — first realized in the Geneva 2020 booth.