Beyond the Sketchpad: Hyundai Concept THREE Design Story

Beyond the Sketchpad: The Designers Who Shaped the Hyundai Concept THREE

Compact yet striking, the Hyundai Concept THREE is more than just a design exercise — it’s a statement of intent. As the latest expression of Hyundai’s new ‘Art of Steel’ design language, it blends democratic mobility with emotional, functional, and forward-thinking design. But how does such a vision come to life? And what does it reveal about the next chapter in Hyundai’s design story?

To find out, we go beyond the sketchpad with the creative minds behind the car:

• Simon Loasby, Senior Vice President and Head of Hyundai Design Center
• Nicola Danza, Head of Exterior Design, Hyundai Design Center Europe
• Raphael Bretecher, Head of Interior Design, Hyundai Design Center Europe
• Emilie Grimm, Advanced CMF Designer, Hyundai Design Center Europe

Together, they share the inspiration, the process, and even a few hidden surprises that shaped the Concept THREE.

The Birth of ‘Art of Steel’

According to Loasby, ‘Art of Steel’ was inspired by Hyundai’s unique position as one of the few automakers that manufactures its own steel. “We asked ourselves: how can we celebrate this material?” he explains. “Steel has volume, artistry, and movement — qualities we wanted to express in the Concept THREE.”

Designers began with paper sculptures, studying the natural flow and tension of folded material. Later, they experimented with steel models, translating the beauty of organic bends into bold intersecting lines that give the hatchback its layered planes and highlights.

Why a Hatchback?

Hyundai challenged its European team to rethink the hatchback silhouette. The result was the so-called ‘Aero Hatch’: a profile that starts low for aerodynamic efficiency, rises to maximize headroom, and ends in a bold ducktail spoiler.

“It’s aerodynamic and dynamic, but also unique,” says Danza. “At Hyundai, every segment gives us the freedom to invent something new. That’s the joy of our design philosophy.”

Meet ‘Mr. Pix’: The Hidden Character

Look closely at the Concept THREE and you’ll find a playful figure hiding in unexpected places: Mr. Pix. Inspired by pixels, this Easter egg appears in the digital cluster, screens, head-up display, and even in the screw heads of the rear loudspeakers.

“It’s about putting a smile on someone’s face,” Loasby notes. “We want people to discover little surprises that make the car more personal and fun.”

An Interior of Innovation

Inside, the Concept THREE emphasizes safety and simplicity. Driver information is raised closer to the eyeline, while key functions are grouped near the steering wheel to reduce distractions.

Bretecher highlights the use of unusual materials: aluminum foam in the doors, recycled ocean waste fabrics, wool, and UV-tinted glass. “Because it’s a concept, we can push boundaries with materials that are sustainable yet striking,” Grimm adds.

The result is an interior that feels vibrant, modern, and responsible.

Favorite Design Details

Each designer has their own favorite detail:

• Loasby admires how the rear window surface flows seamlessly into the door.
• Bretecher loves the subtle illumination of the floor-mounted battery.
• Danza points to the sporty-yet-refined ducktail spoiler.
• Grimm highlights the aluminum foam, which is both lightweight and structural.

Together, these details showcase Hyundai’s balance of creativity, engineering, and artistry.

Looking Ahead: Hyundai’s Electric Future

The Concept THREE isn’t just a design study — it’s a vision of what’s to come. Positioned as an affordable, compact EV, it signals Hyundai’s ambition to make electrification accessible to everyone.

“Just like the SEVEN concept,” Loasby concludes, “the production version of Concept THREE will be even better. It’s about stretching the bandwidth of electrification — making sustainable mobility something everyone can enjoy.”

Hyundai’s Concept THREE proves that when design goes beyond the sketchpad, it can transform steel, pixels, and playful ideas into a vision of the future.

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