The new, consistent trade show identity was designed based on one line. The target audience included industry representatives (press) as well as car enthusiasts.

The concept: Layers. We used stackable palettes to shape the architecture and create spaces. Design principles: Simplicity. Transparency. Space. Light. Combined with high-quality materials such as copper, atmospheric light and subtly incorporated digital media. The booth is a spatial statement of a mindset and an expression of a strong personality. A trade show booth and a brand evolved from one line.

The copper palettes are stackable, making the trade show both easy to transport and use anytime.

The trade show booth was displayed at the Seoul Motor Show 2017, New York International Auto Show 2017, LA Auto Show 2017, Detroit Motor Show 2018 and Chicago Auto Show 2018.

The trade show booth increased the brand awareness and especially the fact, that Genesis is a stand alone brand (separate from Hyundai).