Hyundai wanted a training event that was memorable, effective, interactive, and fun. They also wanted to give dealers freedom to not only select their training times, but also to select and build their own programme.

The Hyundai Motor Company, commonly known as Hyundai Motors, is a South Korean multinational automotive manufacturer headquartered in Seoul. Hyundai vehicles are sold in 193 countries through some 5,000 dealerships and showrooms.


We were chosen to design and create the three-day event for over 400 dealers from across the UK.

We used our own 212 Studios for the venues, which enabled us to create a unique and immersive event. In the build-up, dealers used the bespoke app to select their day, time, and programme. For the design team this meant the creation of a complex matrix of sessions which fit the dealer’s needs. The creative and production teams designed a series of indoor and outdoor experiences, all geared to equip the dealers with vital sales information they could use with their customers. 

Studio 1 used stunning floor and wall projection to create different day-to-day environments for the vehicles. Studio 2 focused on the NEXO Hydrogen car - this lab-style setting saw how water from the car’s exhaust can be used to water plants. Studio 3 used digital technology and theatrical effects to compare Hyundai products to their competitors. 

In the large open production area we created the Hyundai street-themed areas.

These areas showcased different models, and in between sessions we installed street food stalls with a local chef serving incredible food. Outside, we had an off-road challenge for dealers to use as they waited to take to the road in one of the three self-guided tours. We used a digital solution to direct the teams around the Worcestershire countryside, tracking them so that back in the studio we could see each car’s location on large screens.