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 us at the forefront of addressing these widespread challenges. At CES 2024, we aim to establish ourselves as the preeminent company in hydrogen mobility, demonstrating that our vision for mobility extends well beyond mere transportation.

We want to create an immersive, human-centric space. Visitors are supposed to experience our products and solutions in interaction. We intend to create a minimalistic urban environment as a canvas for our contents and exhibits. The booth depicts a future metropolis, the 'City of Ease.' Here, visitors will be furnished with all the essential information to appreciate the urgency for transformation and to recognize how Hyundai's innovative approach propels such change across various dimensions.

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. Given the extensive array of information, interactive features, and exhibits on offer, we are devising a specific route to navigate the space. Visitors are 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.

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.

On approach, visitors are greeted by an abstract city design, echoing our brand's iconic pixel pattern.

Inside, they experience the prologue — an enveloping pre-show on expansive LED screens illuminating Hyundai’s groundbreaking 'waste to hydrogen' concept.

The main exhibition space is conceived as a broad plaza featuring interactive screen tables for further exploration.

The surrounding zones, showcase live demonstrations of other fundamental themes: 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.

The journey concludes with a manifesto film displaying Hyundai’s ambitions, summarizing visitors’ experiences in the ‘City of Ease’.

The City of Ease motivated visitors to dig deeper into Hyundai’s philosophy, aspirations, and achievements. The linear walkthrough effectively immersed every visitor into the underlying concept of transforming waste into sustainable hydrogen — the fuel of all our further aspirations.

Combining education with captivating multimedia experiences and real-life exhibits, inspired visitors to fully engage with our comprehensive strategy. Moreover, the exhibition was not only informative but also entertaining, allowing visitors to enjoy a rich glimpse into the city of the future. By showcasing the technology in operation, we further enriched the experience.

We positioned ourselves as leaders in hydrogen mobility, driving towards a future that is not only powered by hydrogen and managed by software but also fundamentally attuned to people's needs.

Our presence sparked substantive discussions with industry representatives and public sector officials, inspiring decision-makers to consider our hydrogen-powered visions and to incorporate them into their own daily operations.