24H Race
Nürburgring 2024
Brand
Hyundai N
Year
2024
Role
Art Director
Deliverables
Concept Development
Space Design
Branding
Photography
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Concept Development & Space Design
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Concept Development & Space Design
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Concept Development & Space Design
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Brand Experience Design
The Challenge
The Hyundai N brand aimed to deliver the dynamism and technical performance of its high-performance vehicles through an immersive experience. The objective was not just to promote the race itself but to allow audiences to experience the continuous intensity and speed of the 24H race while reinforcing the brand’s performance image.
The Approach
The campaign integrated visual systems and spatial design around the motif of the 24H unbroken race and repeated linear structures. Lighting and architectural elements created installations that displayed continuous, flowing light, guiding visitors through the space to feel the speed and energy of the race. Light intensity, color, reflection, and shadow were carefully controlled, and digital screens, LED lines, and physical installations were combined to extend the visual system across the environment.
The Results
The project successfully allowed both visitors and media to experience Hyundai N’s performance and technical capabilities visually and spatially. By transforming the energy of the 24H race into an immersive spatial experience, the campaign helped establish Hyundai N not just as a vehicle brand but as an experiential performance brand.