Journey of Projection

Journey of Projection demonstrates how immersive media, used with precision, can give a brand philosophy spatial and narrative form, making Kia’s design approach more public and perceptual.

Visitors moved through a sequence of changing atmospheres, where contrast, light, and mood made the experience feel like an encounter with the world the brand is trying to build.

Light shaped the journey from the start. The welcome space utilised light and sound in their purest forms, transforming a flat surface into depth, then extending throughout the exhibition as the medium through which each environment took on its own emotional character.

The journey was designed to unfold through feeling before explanation. It moved from a quieter sensory state through a series of distinct environments, where light shifted from bloom to resonance to immersion, giving the exhibition an emotional cadence visitors could feel before it opened into the Meta Turismo Imagine Space.

The Imagine Space, built around the Vision Meta Turismo, introduced Dreamer, Speedster, and Gamer as three distinct modes of sensory immersion through sound and light, reflecting different sensibilities and characters while carrying the exhibition into a more defined vision of future mobility.

The project shows how immersive media can do more than shape how an object is seen. Used with precision, it can give abstract ideas structure, guide people through layered narratives, and turn light, space, and perception into a coherent expression of brand thinking.