Global World Premiere for Hyundai

At Milan Design Week 2026, we transformed the global world premiere of the Hyundai Motor Company IONIQ 3 into a real life experience.

Under the title ‘Unfold Stories – From Paper to Steel’, we invited the design world to step inside the ‘Art of Steel’: A multi-sensory physical narrative where the lines between architecture and innovation completely blur. Imagine a journey that starts with the fragile fluidity of paper and evolves into the raw, reflective power of metal.

From the high-stakes energy of the International Media Day to the electric vibes of ‘Unfold the Night’, we choreographed a milestone: the first-ever global Hyundai EV premiere on European soil. A fusion of architectural excellence and strategic storytelling that felt as bold as the city of Milan itself.

Between guided tours by the designers and relaxed courtyard moments with coffee and gelato, the spirit of Milan was everywhere. One moment, you’re folding forms with artist Sarah Illenberger; the next, you’re deep in conversation during our design talks or getting lost in a 70s-inspired lounge that redefines the IONIQ3 as a customizable ‘third space’.

LIGANOVA was responsible for the strategy, concept, and design as well as the full programming and execution of the event, including the curation of artistic collaborations, spatial transformation, and guest experience.