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.

Where to find us

Housed at Torneria Tortona (Via Tortona 32) – the heart of Milan Design Week – Hyundai’s exhibit can be found in Milan’s vibrant Zona Tortona.

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. Abstract composition with a curved stripe rising toward a circular shape.

    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. Paper model shaped like a simplified car placed on a flat surface.

    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. Abstract close-up of layered surfaces with a spiral-like structure between them.

    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.
    Collage of design installations and exhibition impressions, featuring folded paper motifs, abstract structures, sketches and display elements in a gallery setting.

    IONIQ 3 and its design story

    The newest member of the all-electric IONIQ lineup will be unveiled to the world at the Milan Design Week.
    Hyundai_IONIQ-3_Exterior-Front-Side_3_Three-Quarter-Front.jpg

    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

    An unforgettable day

    Take part in an exclusive journey through the steps taken to create the iconic design of the IONIQ 3. Join our designers, internationally renowned artists and industry figureheads for strategic insights, design inspiration and an immersive installation, celebrating the world premiere of IONIQ 3.

    21.–26.04. All day free coffee & gelato at Courtyard


    11:00–18:00 Opening Hours

    09:30–18:00 Opening Hours

    15:00 - 16:30 Paper Karma Workshop by Sarah Illenberger

    09:30–18:00 Opening Hours

    11:00 - 12:30 Paper Karma Workshop by Sarah Illenberger

    15:00 - 16:30 Paper Karma Workshop by Sarah Illenberger

    17:30 - 19:15 INTERNI  l  Design Talk  l  Eduardo Ramírez & Carmelo Zappulla

    09:30–18:00 Opening Hours

    10:00 - 10:45 Guided Space Tour by Hyundai Designers

    11:30 - 12:15 Guided Space Tour by Hyundai Designers

    18:00 - 21:00 IONIQ 3 | Unfold the Night, Courtyard
    09:30–18:00 Opening Hours
    09:30–18:00 Opening Hours
    Register now to join the events

    Curious to experience it live?

    Do not miss our immersive installation and inspiring design talk. Join us at Milan Design Week to experience the groundbreaking next step in Hyundai’s design journey first-hand and hear from leading designers and industry leaders.
    Map showing Hyundai’s location for its presence at Milan Design Week.

    Our Location / Torneria Tortona (Via Tortona 32)

    Experience Hyundai’s design philosophy first-hand in the heart of Europe’s design capital.
    Find our location