Unfold Stories: Hyundai Opens its Exhibition at Milan Design Week 2026, Celebrating the World Premiere of the All‑Electric IONIQ 3

Offenbach am Main, April 20, 2026 – Hyundai Motor opens its immersive installation “Unfold Stories” at the Torneria Tortona at Milan Design Week 2026. The exhibition brings the brand’s design philosophy to life in a tangible and engaging way. Marking the start of the festival, Hyundai also celebrates the world premiere of Hyundai IONIQ 3, presented at the heart of European design discourse, as the latest addition to the IONIQ family and an expression of the brand’s evolving design identity.

Milan Design Week marks a natural setting for Hyundai’s design narrative, bringing the brand’s long‑standing design heritage into dialogue with Europe’s leading creative voices. By returning to the global capital of design, Hyundai highlights a heritage that dates back to 1974 with the Pony Coupé designed by Giorgetto Giugiaro, underscoring how design has continuously shaped the brand’s approach to modern electric mobility.

A unique design story unfolds

The immersive installation “Unfold Stories” guides visitors through Hyundai’s unique design process, presented as a sequence of interconnected spaces. In the “Art of Steel Exterior Space,” the journey begins with a simple sheet of paper that evolves through sculptural forms into a finished object — illustrating Hyundai’s “From Paper to Steel” approach, where material exploration becomes a defining element of its design language.

The narrative continues in the “Furnished Interior Space”, where visitors can explore Hyundai’s interior design philosophy through materials, layout, and interactive elements. This space reflects a human‑centric design approach, prioritizing comfort, emotion, and personal rituals over mechanical expression, and offers a warm, intuitive atmosphere shaped by light, texture, and proportion. Completing the experience, Hyundai designers host workshops that give attendees a hands-on understanding of the principles behind Hyundai’s design approach.

From paper to steel: Introducing IONIQ 3

The installation reaches its closing chapter with the highly anticipated reveal of IONIQ 3 — transforming what started on paper into the tangible expression of Hyundais design philosophy “Art of Steel” . IONIQ 3 is defined by clean surfaces, strong proportions, and a disciplined structure — a design approach that is shaping the brand’s future vehicle portfolio.

The pixel lights are a clear visual signifier of its IONIQ identity, further complemented by the four dots in the center -referencing the letter H in Morse code and reinforcing the Hyundai brand’s unique identity. Several variants are available, including unique wheel designs, exterior colors, trim choices, and an N Line option with sportier styling.

Inside, IONIQ 3 opens up as a calm, spacious environment that feels unexpectedly generous. The main interior volumes are softly sculpted and trimmed in a single, consistent direction, aligning with natural material behavior to enhance its quality of comfort. Inspired by 1970s living spaces, the interior translates principles of honest materials, clear forms, and functional confidence into a contemporary setting. Conceived as a “furnished space,” the cabin becomes an adaptable environment that focuses on clarity, comfort, and human experience.

The Unfold Stories exhibition is open to the public on Tuesday, April 21st from 11.00 to 18.00 and afterwards daily from 9.00 to 18.00 until April 26th. More information about Hyundai at Milan Design Week is available here: Unfold Stories

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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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