The 2015 Los Angeles Auto Show was the stage for the debut of Hyundai Motor America’s new brand experience. The 16,000 ft² of exhibition space was the home to 17 vehicle models, with a second area in the South Hall atrium showcasing the HYUNDAI N 2025 VISION GRAN TURISMO concept.

The press highlight at LAAS was the North America debut of the new 2017 Elantra. The Affinity Zone highlighted Hyundai’s sponsorship and support of professional and college sports leagues, and golf events. The Tucson NFL concept was featured to celebrate Hyundai’s official sponsorship of the NFL. The Premium Performance zone featured a change in materiality as a backdrop to the Equus and Genesis models.

The Brand Gallery showcased a wide range of the programs, projects and philanthropy that Hyundai contributes to in the United States. Featured stories include the Hyundai design story, new in-car technologies, and a recap of the custom vehicles developed for SEMA. The entry to the 2nd story Owner’s Lounge.

The Owner’s Lounge was an exclusive area for Hyundia owners. Treated in warm woods and metals, and outfitted with mid-centrury-inspired furnishings, the Owner’s Lounge became a respite from the hussle and bustle of the auto show floor.

Czarnowski LA Creative team : Joneric Amundson, Allen Bram, Stuart Fingerhut, Lauren Lau
Copyright and photo credit: Kathryn Rapier