Style Set Free

The concept that a vehicle is just a means of transportation that takes you from one place to another, is rapidly changing by weaving the boundaries between our lives and cars. Under the motto STYLE SET FREE, Hyundai will highlight its innovative vision of how vehicles will become individual living spaces.

During Milan Design Week, Hyundai presents a personal and interactive multisensory exhibition of light, color, shape, sound, and material. It offers a vision of the customer experience, oriented towards the future, which allows people to create their own space of life inside their vehicles, thanks to the products and customizable services. After all, we customize our living spaces with various devices and technologies. Soon, we will also do it with our vehicles.

This project demonstrates the need to create the “perfect space”. When asked what form it will take, it is left to people to decide based on their tastes. The centerpiece of the exhibition is the “Sculpture”, an ingenious interpretation of STYLE SET FREE.

The ever-changing, creative and moving projection installation illustrates three key elements of the interior of Hyundai’s new brand experience: color and light, material and form, and sound. Each of these elements comes to life thanks to high-quality graphics, with digital animation, on a twelve-minute visual screen, as well as a series of interactive installations.