HYUNDAI
24 Hours Race Nürburgring
In 2023, Hyundai participated in the 24 Hours Race at Nürburgring, aiming to strengthen its brand presence. Our team led production, architecture, and technical coordination with the lead agency and suppliers, creating a pit stop that embodied Hyundai’s identity and met the practical demands of a 24-hour race.
LEAD AGENCY:
Innocean Worldwide Europe GmbH
PRODUCTION LEAD:
SASCH GmbH
ARCHITECTURE:
SASCH GmbH
CONTAINER SUPPLIER:
JP Mobile Spaces GmbH
BOOTH BUILDER:
Raumtechnik GmbH
DESIGN CONCEPT
The primary objective was to create a pit stop that was both visually striking and functionally efficient. We implemented stack containers in the design to facilitate quick assembly and disassembly, ensuring adaptability to the dynamic conditions of endurance racing. The concept balanced Hyundai’s sleek, modern aesthetic with the rugged demands of the race environment.
ARCHITECTURAL ELEMENTS
The design incorporated 32 modular, reusable containers arranged to form a cohesive and branded structure. These containers were configured to include areas for technical operations, team coordination, and hospitality, ensuring all functional requirements were met. The exterior featured Hyundai's branding, creating a strong visual presence.
MODULARITY & EFFICIENCY
The modular container concept provided Hyundai with a highly adaptable and efficient solution, perfectly suited to the dynamic nature of endurance racing. Designed for seamless transport and reconfiguration, each unit allowed for rapid assembly and disassembly, optimizing logistics at every stage. This agility ensured Hyundai’s presence remained bold, consistent, and effortlessly integrated throughout the event.
BRANDING & VISUAL IMPACT
The pit stop design seamlessly integrated Hyundai’s branding, ensuring maximum visibility and a strong brand presence. A cohesive aesthetic not only reinforced Hyundai’s identity but also crafted a memorable experience for both attendees and participants, underscoring the brand’s commitment to excellence in performance and presentation.
While designing a modular and easily assembled space for the race, we ensured that Hyundai’s identity remained unmistakable. The interior prioritized comfort, seamlessly integrating furniture and communication elements that reinforced the brand’s design language, creating a cohesive and immersive experience.
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Studio for Space & Design