Excavators.
Spray cans.
Augmented reality.

Three formats, one continuous gesture — paint on the wall, see it land on a rotating excavator, take it home in AR.

The 2025 Seoul Mobility Show ran for ten days at KINTEX in Goyang, Gyeonggi Province. HD Hyundai used the show to unveil their next-generation smart excavators — the HX400 and DX240 — inside a 1,215-square-metre booth themed No Infrastructure, No Mobility. We built the participatory layer that ran across the front of the stand.

Visitors stepped up to the LED wall and painted with custom spray cans. As they worked, their designs animated onto a rotating 3D excavator model — same scale, same livery as the machines on the floor a few metres away. Then they pulled out their phones and the same artwork tracked into AR, so they could walk it out of the booth.

Trade show floors are crowded with static product walls and polite signage. The point here was to let a visitor leave a mark on the machine — literally. The activation moved through three formats (wall, object, phone) without feeling forced, which fit a brand that's talking about what comes next in how the world moves earth.

Eighteen years. Six continents. One idea, done right.

For eighteen years, Graffiti+ has been putting real creative tools in people's hands — in public, at scale, and always with cultural integrity.

Born from the roots of graffiti culture and built for anyone willing to pick up a custom spray can, the platform transforms exhibition spaces into shared canvases where visitors paint together in real time. From their home in Vancouver to projects across six continents, Graffiti+ has partnered with HD Hyundai, Porsche, Nike, Louis Vuitton, Chanel and Samsung to bring authentic, participatory experiences to audiences everywhere.

When the machine becomes the canvas, the booth becomes a memory.