Hyundai Motor Company has recently opened “Hyundai Motorstudio” in Gangnam (where the original Gangnam Style come from) one of Seoul’s busiest districts. The flagship brand showroom, features a series of newly-curated retail and cultural experiences, as well as exhibits that engage visitors and communicate the company’s future brand direction and aspirations.
Conceived by Eulho Suh of Suh Architects, Suh used 36,000 meters of steel pipes and anodized steel panels supplied by affiliates within the Hyundai Motor Group to create the interior and exterior architecture. Thus, the store’s material expression represents Hyundai Motor’s vast capacity for industrial production and innovation, explained the Korean automaker.
One of the showroom’s unique features is its world’s first ‘Car Rotators’ that was designed internally and installed for the showroom, allowing nine, full-size Genesis models. The angle of each car will be adjusted every month, allowing visitors to observe each car from every angle first-hand, including their undercarriages.
Furthermore, the building itself will be utilised as an art gallery and a venue for communication with customers. The first exhibition at the store is ‘Principle of Motion’ by a London-based art group UVA (United Visual Artists). This video installation reinterprets the experience of driving through Korea through dynamic, moving patterns and rhythms. Having hired its own curator, Hyundai Motorstudio will continue to showcase a wide range of collaborated works with world-renowned artists.
Consisting of five floors, the studio also includes an auto library, a kids lounge, a premium customer lounge, a car-tuning lounge, a gallery and a cafe to relax and linger. Specially-trained staff and curators will be on hand to help visitors enjoy each of its spaces and listen to customer feedback.
Additionally, Hyundai Motor will expand its flagship brand showroom in other global cities, starting with one in Moscow in the second half of this year. With each new venue, Hyundai Motor will offer visitors a glimpse into more than its cars.
