housing artistic works for an automobile brand and a professional library exclusively for automobiles.
Going beyond the space used for simply displaying and selling cars, Hyundai Motorstudio presents itself
as an experience-oriented space with state-of-the-art automobiles with promising future technologies as well as culture and arts.
HYUNDAI MOTORSTUDIO SEOUL
Experience the Auto Brand
Opened in May 2014, Hyundai Motorstudio Seoul’s interior is decorated with iron plates and pipes completely made with molten metal based on the concept ‘From molten metal to car’. On the ground floor, visitors will be welcomed by the space connecting automobiles, arts, and humans through works of contemporary artists. Currently on display is “Unity of Motion,” an interactive installation work created by a visual design studio named ‘WOW’. The gigantic media wall defines the intersection of human beings, technology, and nature as “life” and expresses the movement of life in the form of media art.
If visitors place their hand on “Heart,” a sensor sculpture made with the actual engine piston of a car, the heartbeat transmitted through their palm will translate sine and cosine waves in “Machine” in front of them into a bird-like living creature. In a few seconds, the large media wall called “Nature” begins to show animated movement of countless objects.
Another space on the ground floor introduces various design products with the concept of ‘Modern Premium’. Some automobile materials such as titanium and aluminium and a variety of auto parts were used to make briefcases, lunch boxes, cups, tumblers, and tableware. Apparently mirroring the fierce design war in the automobile markets, the products on display demonstrate not only their practical quality, but notable aesthetic value. Among others, the stools were awarded the Grand Prize in the design concept furniture section in the 2015 Red Dot Design Award. The refined designs of the spoon sets were recognized with the prize of Gold Winner in the 2015 iF Design Award. These well-designed products show that design is now a part of brand identity in today’s car markets with narrower technology gaps.
Auto Library with Fine Sensibilities
as well as other car-related topics in technology, industry, culture, and sports.
This space is designed for car lovers who want to indulge in auto-related publications recommended by car experts.
The third to fifth floors are used as various galleries and lounges. Visitors can sit in one of the cars on display and ask questions to auto experts and children would can slot car racing in Kids’ Lounge on the third floor. Tuning Lounge on the fourth floor provides visitors with an opportunity to complete a car of their own design by using a wide array of authentic tuning products. The pipes creeping up from the ground floor finally gather together on the fifth floor to complete Hyundai’s emblem.
Hyundai Motorstudio Digital is an experience center without a single vehicle.
Opened on March 19, 2015, with the concept ‘Future space for the present’, the digital car experience center is the only place in Korea
where visitors can enjoy a realistic driving experience through digital devices.
HYUNDAI MOTORSTUDIO DIGITAL
Inspiration for the Future Automobiles
The center of Hyundai Motorstudio Digital is occupied by Live Theater, a large media wall that presents a vehicle in real size. Visitors are welcomed to touch the screen and make their own dream car by applying a range of options; models, colors, convenient devices. Once the actual image appears on the large screen, the user completes the manufacture and starts the engine. The actual sound recorded from the car engine mildly resounds through the space. The media wall also provides a virtual experience of driving a self-designed car through some fantastic courses, such as alongside a clear blue sea and a steep cliff. Travelling along the Great Ocean Road in Australia, one of the most beautiful coastal roads in the world, is indeed a unique digital experience only available at Hyundai Motorstudio Digital.
There’s 3D Car Wall on the right where visitors can wear a pair of 3D glasses and touch the screen to make their own car before enjoying an exceptional 3D driving experience. The space next to this wall is the most famous in Hyundai Motorstudio Digital: an arcade where you can ride a high-performing concept car of Hyundai’s Brand N and enjoy racing. Initially introduced to the public at the 2015 Frankfurt Motor Show, the car presents dynamic speeding on race tracks. The entire tour is completed by an installation work of 84 Pony cars arranged to create the word “DIGITAL”.
At a convergent era where technology turns into art, a visit to Hyundai Motorstudio Seoul and Hyundai Motorstudio Digital is an opportunity
that should not be missed for anyone who wants a special way to experience cars, the new IT devices of our time.