Unfold Stories - from Paper to Steel

Die internationale Brand-Experience-Agentur LIGANOVA präsentiert mit „Unfold Stories – From Paper to Steel“ eine immersive Installation für Hyundai Motor Company auf dem Salone del Mobile 2026. Zum ersten Mal findet die weltweite Premiere eines Elektrofahrzeugs von Hyundai – des IONIQ 3 – in Europa statt.

STUTTGART / MILAN, April 21, 2026 – As the creative and executing force behind the experience, LIGANOVA was tasked with translating Hyundai’s new “Art of Steel” design philosophy into a multi-sensory physical journey. Located in the heart of Milan’s Tortona district, the installation serves as a high-profile stage for the global unveiling of the IONIQ 3, the newest member of the acclaimed IONIQ lineup.

The installation follows a narrative experience architecture: visitors move through a curated sequence of spaces that brings to life the transformation process from the initial idea (paper) to the final materialisation (steel). The journey culminates in the unveiling of the IONIQ 3 as an integral part of the brand narrative, illuminated by LED projections, ambient sounds and mirrored walls.

„Working together with Hyundai to realize their first-ever global world premiere on European soil is a testament to LIGANOVA’s ability to merge strategic brand narratives with architectural excellence,“ says Timo Schönauer, CEO LIGANOVA „Our goal was to create a space that reflects the sprit of Milan Design Week, where the IONIQ 3 transcends display and becomes part of a larger spatial experience.” Markus Schuhmacher, Managing Partner LIGANOVA HORIZON adds.

Prior to the public opening, LIGANOVA also designed and executed the international media day and the world premiere of the IONIQ 3, to which press, partners and VIP guests from around the world were invited. Through a choreographed unveiling that combined light, movement, sound and storytelling, the launch transformed the vehicle presentation into an emotionally charged brand statement.