Leveraging its sponsorship of the Pebble Beach Concours d’Elegance, Hyundai strove to build awareness, increase purchase consideration and elevate the brand’s perception among automotive tastemakers. Our client approached ASV to deliver an inviting outdoor deck exhibit that spoke to the luxury, sophistication and forward-thinking attributes of the brand and their featured vehicles: Equus Ultimate, Genesis 5.0 R-Spec, Sonata Hybrid, Genesis HCD-14 Concept and Equus Signature.
Working with the client’s initial design, ASV proposed a combination of custom signature pieces (designed and built in-house) intermixed with rental elements for the 70’ x 30’ open deck. Mixing wood, metal, fabric and other finishes achieved the desired premium feel while remaining on-track with the budget. Installation on the hilly terrain of the Peter Hay Hill Golf Course proved challenging, requiring onsite adjustments and fabrication to accommodate the 3’ – 10’ slope variation within the space.
In its first reveal year, the outdoor deck received high praise, with competitive luxury brands on the hill commenting that Hyundai had raised the bar for all vehicle brands to step up their displays in future years. With minor décor modifications, the open deck continued to be the benchmark of sophistication and elegance in its second year.
With an estimated 20,000 impressions and 15,000 activation engagements each year, the exhibit continues to capture attendee interest and draw traffic.
