KIA
IAA Transportation Hannover
At IAA Transportation in Hannover, KIA unveiled its groundbreaking modular concept car, a true symbol of innovation and progress. To highlight this, we design the booth to emphasize its features, designing a spacious exhibition space that allowed visitors to engage more closely with the concept car. The layout allowed guests to engage closely with KIA’s forward-thinking design, enhancing their connection to the brand’s bold vision for the future.
LEAD AGENCY:
Innocean Worldwide Europe
ARCHITECTURE:
SASCH GmbH
TECHNICAL MANAGEMENT:
SASCH GmbH
BOOTH BUILDER:
ET Global
COMMUNICATION:
Innocean Worldwide Europe
IMAGES & VIDEO:
SASCH GmbH
CONCEPT LAYOUT
The exhibition is divided into five zones, each narrating a distinct chapter of the car’s story—its evolution, features, and adaptability. Immersive display walls accompany the car in each zone, seamlessly blending design and storytelling to bring the concept to life.
STRIKING AESTHETIC
By integrating new and repurposed materials from past exhibitions, we crafted a harmonious yet dynamic interplay of wood, solid colors, and concrete tones. This approach reinforces KIA’s design identity, with each material element conveying warmth, boldness, and inspiration—true to the brand’s spirit.
SUSTAINABLE APPROACH
The booth is constructed using repurposed materials from previous exhibitions, underscoring KIA’s commitment to sustainability. Each spatial element is meticulously designed to create a seamless, striking aesthetic, while emphasizing the eco-conscious approach of reusing materials.
HUMAN-CENTERED DESIGN
In contrast to the exhibition space, we designed a warm and inviting lounge and meeting area to welcome new clients and visitors, embodying KIA's hospitality and experience. The space is enriched with the warmth of plants and carefully chosen materials, creating a more humble scale and proportion that fosters a comfortable, approachable atmosphere.
© SASCH GmbH | Website by ONEDOT
Studio for Space & Design