Unfold Stories

Discover Hyundai’s immersive “Art of Steel” installation. From paper to steel, "Unfold Stories" reflects our interior and exterior design philosophy, transforming ideas into mobility through material, craft, and technology—coming to life in the EV, Hyundai IONIQ 3.

Hyundai exhibition installation with covered vehicle and presentation space at Milan Design Week

A unique design story unfolds

Hyundai brought its design vision to life at Milan Design Week 2026 with the immersive installation “Unfold Stories” at Torneria Tortona. The exhibition invited visitors to experience the brand’s design philosophy in a tangible and engaging way, revealing the creative journey behind its vehicles.
Visitors recording Hyundai installation reveal with car silhouette at Milan Design Week

Shaping the future of electric design

At the heart of the showcase, Hyundai celebrated the world premiere of the all‑electric IONIQ 3. The latest addition to the IONIQ family and a clear expression of the brand’s evolving design identity. Set within Europe’s leading design platform, Hyundai connected its future vision with a rich heritage spanning back to the Pony Coupé, highlighting how design continues to shape its approach to electric mobility.

Discover the “Art of Steel”

Experience the design philosophy behind IONIQ 3 in a guided tour through five distinct spaces showcasing the key design elements of IONIQ 3 – a journey from the exterior to the interior, experiencing how materials, light and textures influence Hyundai’s design.
  1. Hyundai exhibition space with curved metal installation and “Art of Steel” text on wall

    Art of Steel

    Inspired by the natural elegance of steel’s movement – its bends, folds, and reflective highlights – Hyundai’s “Art of Steel” showcases the material’s inherent beauty and strength, creating dynamic volumes that embody both innovation and artistry.

  2. Person interacting with illuminated document display in Hyundai workshop at Milan Design Week

    Paper Workshop

    Step into the shoes of an automotive designer in an interactive workshop. Led by Sarah Illenberger, a celebrated designer and paper folding artist, participants are guided to fold a specific form inspired by the Hyundai Concept THREE.

  3. Person seated in Hyundai exhibition space engaging with installation at Milan Design Week

    Furnished Space

    Dive into a furnished space, inspired by the 1970s Italian furniture, that reflects the unique interior design of IONIQ 3 – a cabin created to be a true, customizable “third space” and a place to live, not just drive.

    Where design takes the centre stage

    A full fly-through of the IONIQ 3 "Unfold Stories" experience at Torneria Tortona.

    IONIQ 3 and its design story

    The newest member of the all-electric IONIQ lineup was unveiled to the world at the Milan Design Week.
    Red Hyundai IONIQ 3 shown from front three‑quarter angle on an urban street.

    Global unveiling of the IONIQ 3

    Rooted in our new ‘Art of Steel’ philosophy, the Hyundai IONIQ 3 combines bold design with a spacious, comfortable interior and easy-to-use technology – in a compact model made for real life.
    Discover the IONIQ 3