From Paper to Steel: Hyundai Brings Its Design Philosophy to Life and Unveils the all-electric IONIQ 3 at Milan Design Week

Offenbach am Main, March 17, 2026 – Hyundai announces its participation at the 2026 Milan Design Week. From April 21^st to April 26^th (Media Day: April 20^th), visitors will be able to experience Hyundai’s design philosophy in a focused and tangible way at Torneria Tortona in Milan – the creative center of European design where key media, tastemakers, and creative leaders converge.

Through an immersive installation, visitors will discover Hyundai’s unique design process. Each facet of the installation, titled “Unfold Story“, reflects Hyundai’s interior and exterior design philosophy, providing a clear and accessible view for attendees of the Milan Design Week.
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​"Unfold Story“ illustrates how Hyundai brings design to life – starting from a sheet of paper and finishing with an artwork crafted from steel, underscoring the transformation of ideas into mobility through material, craftsmanship and technology.

In addition, dedicated workshops hosted by Hyundai designers will allow visitors to explore the principles guiding Hyundai’s design philosophy – including how these principles influenced the IONIQ 3, to be revealed for the first time in Milan as the physical expression of this approach.

Hyundai unveils IONIQ 3 at Milan Design Week

The vehicle premiere forms the centerpiece of Hyundai’s Milan presence and represents the next step in the brand’s evolving design direction. Rather than presenting a standalone product, Hyundai will reveal how its future vehicles emerge directly from its design philosophy.

More details about the model will be shared at its official unveiling in Milan.

The installation, vehicle and workshops together create a single narrative — from concept to object — demonstrating how Hyundai approaches future mobility through design.

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About Hyundai Motor Europe HQ

Hyundai Motor Europe HQ was formally established in 2000, with its main office located in Offenbach, Germany. Serving as the regional headquarters, it is responsible for the sales of vehicles in 42 European countries through over 2,000 sales and aftersales outlets. With 603,542 vehicles sold in 2025, Hyundai holds a markets share of 4.2 % across EU35 (EU, EFTA, UK, Eastern Europe and Turkey). More than 70 per cent of Hyundai vehicles sold in the region are models engineered, tested, and manufactured in Europe, tailored to meet the specific needs of European customers. These vehicles are designed and engineered in Hyundai’s R&D facilities in Germany, and produced at the company’s Czech and Turkish production plants.

In 2025, 24 per cent of Hyundai cars sold in Europe were electrified vehicles, including INSTER, named 2025 World Electric Vehicle and the IONIQ 9 named Germany’s 2026 Premium Car of the Year. This solidifies Hyundai’s position as one of the leading manufacturers in terms of electrification in Europe as the company undergoes a transformation into a Smart Mobility Solutions Provider. Moreover, about 80 per cent of Hyundai’s current line-up in Europe is available as an electrified version.

With its vision of “Progress for Humanity” and a strong commitment to electrification, Hyundai is accelerating the expansion of its battery‑electric vehicle line-up, electrifying all models in Europe by 2027. A major milestone on this journey will be the launch of the highly anticipated IONIQ 3 in 2026, set to become a key highlight in Hyundai’s EV portfolio. Hyundai offers a unique Five-Year Unlimited Mileage Warranty package with all new cars sold in the region. This package includes a five-year warranty with no mileage limit, five years of roadside assistance, and five years of vehicle health checks, providing customers with added peace of mind.

More information about Hyundai Motor Europe HQ and its products is available at www.hyundai.news.

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