How Design Shapes Human Behavior | Hyundai Design Director & Managing Founder External References | #P9 | Calls From The Road
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概要
Most brands talk about design. Very few understand how deeply it shapes human behavior.
For the first English CFTR Pitstop, I sat down with:
- Eduardo Ramirez: Director, Hyundai Design Center Europe
- Carmelo Zapulla: Architect, Founder & Managing Director of External Reference
Recorded during Milan Design Week at Hyundai's immersive "Unfold Stories" installation inside Torneria Tortona, this conversation explores the future of human-centered design beyond aesthetics.
From automotive to architecture, we spoke about:
- why great design is emotional, not just functional
- how spaces influence behavior, calm and movement
- why the '70s still inspire innovation today
- the relationship between materials, storytelling and identity
- how Hyundai approaches design beyond styling
- why intuition still matters in a data-driven world
A conversation about creativity, innovation, sustainability and the psychology behind truly impactful design.
Milan Design Week 2026
Torneria Tortona "Unfold Stories: From Paper to Steel" by Hyundai (Hyundai)
Special thanks to everyone who made this episode possible:
@hyundai.europe thank you for the invite and trust.
Huge appreciation to @michaelkruegerstudio without your support and connection to the Milan production team, this spontaneous production would not have been possible.
Production Team Milan:
• IDI: Paolo Pucci @indigitalimages
• @manto_endofdays
• @lisa.rummelin
Thank you @internimagazine and especially Yoochan for seeing my potential from the very beginning and trusting me with both the podcast and the hyundai x interni talks.
And lastly, thank you @tani_lpz.
Sometimes one person believing in your vision changes the entire direction of your path.
"Friendship is one of the few things in life that quietly changes everything."
Join the road @callsfromtheroad for conversations with people shaping their own path, creatively, professionally and personally.
00:00 Intro
00:48 Personality traits in design
02:03 What design really means beyond aesthetics
03:52 Why the '70s still inspire innovation today
05:18 Architecture vs. automotive design
06:42 When materials start carrying emotional meaning
08:11 Steel, storytelling & identity
09:07 Sustainability beyond measurements
10:28 Designing emotions, calm & human behavior
11:37 Are we losing creativity in a data-driven world?
12:56 Human intuition vs. machine perfection
13:54 Small habits that can change your path
14:42 Final thoughts & outro
#hyundai
#milandesignweek
#design
#automotivedesign
#architecture
#industrialdesign
#designthinking
#innovation
#creativeindustry
#cardesign
#behavioraldesign
#humancentereddesign
#futureofdesign
#externalreference
#cftr #callsfromtheraod