Fresh on the heels of a global rebrand to position Kia as an upmarket, future-focused automaker, Kia America Inc. needed a new exhibit for the 2021 Los Angeles International Auto Show that fully embraced the corporate mantra "Movement That Inspires." Enter Exhibit Works Inc. (dba EWI Worldwide) and Innocean USA, who were charged with manifesting a loose design directive into an engaging, fully realized brand experience.

"Restrained," "refined," and "aspirational" are just three of the many glowing adjectives Exhibit Design Awards judges used to describe the 19,950-square-foot stand that offered multiple engagement areas while maintaining cohesion. "The open-framed elements, transparent LEDs, and slatted walls provided the sense of visual connectivity and solidarity needed to tell one brand story," said Chris Petit, senior creative director and studio lead at EWI.

But what truly earned judges' admiration was the trio of engagements, starting with a 10-by-20-foot touchless interactive wall that allowed participants to browse Kia's color and trim options and customize their dream vehicle via gesture-tracking technology with haptic feedback from targeted ultrasound waves. So rather than needing to guess if they successfully dragged a digital object to the correct destination, users got confirmation via a seemingly magical tap on their hands.

Nearby, a pair of driving simulators with wraparound OLED screens let booth visitors take Kia's new SUV and sports car for an immersive virtual spin. The simulators also boasted six inches of articulated motion and rumble effects to mimic the feeling of driving on a winding country route and a rugged off-road course. E