Kia Design Center
Journey of Projection
Year
2026A sensorial journey through light, contrast and sound, where Kia’s evolving vision of future mobility takes shape in space.
Context
For Kia’s first concept car exhibition at Milan Design Week, we shaped the immersive media experience around a new public expression of the brand’s ‘Opposites United’ design philosophy.
Approach
We built the exhibition around light and sound as a spatial and emotional language, using motion, colour, audio, and material to extend that logic across a sequence of connected environments.
Impact
The installation gave Kia an experiential way to express its future direction, turning design thinking into a public experience visitors could move through, sense, and remember.
A new kind of presence
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.
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.
“Through materials, space, light, imagery, technology, and experience, the speculative and mental exercise proper to Opposites United becomes reality.” — Kia
Light as the organising principle
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.
A connected progression
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.
From mood to character
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.
Giving future direction a spatial form
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.
We work with brands on how they want to be understood, and how that takes form visually. For Kia, that meant turning design philosophy into an experience people could enter and understand.
Credits
Commissioned by
- Kia Design Center
Executive Creative Direction
- Marcus Wendt
- Xander Marritt
Executive Production
- Elsa Ásgeirsdóttir
Creative Direction
- Mike Hughes
- Ben Kreukniet
Senior Producer
- Ana Leal Aguiar
Creative Lead
- Sonja Stadelmaier
- Jason Wiley
3D Design
- Leon Novaković
- Tsingyun Zhang
- Ray Chong
- Margot Hofmans
- Julien Bauzin
- Riccardo Torresi
- Misha Shyukin
- Andrea Zucchetti
Real Time Artist
- Rich & Miyu
- Torbjörn Fernström
Motion Design
- Samuel Lewek
Sound Design
- Jamie Teasdale
Videography + Photography
- Matt Watt
- James Medcraft
- Julien Bauzin
Communication
- Alexa Chirnoagă
In Collaboration With
- INNOCEAN
Spatial Partner
- Sonolee
Production Partner
- WAY
AV Solution
- VEng
