Seldom has a Kia been described as unmistakable, but there was no missing the yellow-hued Kee concept on the Korean manufacturer's stand.
Kee is the official name of the coupe concept that we showed you teasing sketches of a few months back, and Kia designer Peter Schreyer's first ground-up design for the firm.
There's no denying it's a bold effort. A 2+2 coupe with a curious-looking multi-level hatch, the Kee showcases a design language that looks like nothing Kia has done before.
The LED running lights surrounding the front headlamps are our favourite touch - in fact, the whole of the front end looks good - but the rear clamshell hatch is a little over-fussy.
The Kee is powered by the 2.7-litre V6 from the Hyundai Coupe, which drives the front wheels through a six-speed paddle-shift auto 'box.
Though there's no word on what sort of performance the 200bhp engine might produce, the fact that much of the Kee is constructed from lightweight plastics and aluminium means it should be fairly chuckable.
That's if it makes it to production. Kia says it still hasn't decided whether to build the Kee or not, but we're assured that if it gets the thumbs-up, it could be on the road within a year.
Hopefully in a few other colours than that yellow.