The interior space of BEAT360 was considered as ‘Bespoke Space’ with three different themed areas, designed to reflect specific target groups’ lifestyle and car display based on Kia Motors’ product segmentation. The goal was to convey the three different stories that provide the customized product reflecting the taste and needs.

Also, there are two key architectural elements on both exterior and interior which are Façade and K-Monument. These are considered as the new way of express the brand’s essence, ‘A DIFFERENT BEAT’. The façade has its own unique patterns with 7,533 modules which depict the air flow across the body of a moving vehicle. Thousands of modules create reflections through different perspectives and time changing throughout the day and that carry various expressions. Inspired by the “beat waves” on an audio equalizer, K-Monument is the key element to BEAT360’s interior design.

The original building was divided in two separate spaces - a retail store and a bank. The challenge was to transfer these spaces into one unified space. In order to achieve our goal, the backside of the building which used to be a smoking area was redesigned as ‘Urban Garden’ and we use one connected path called ‘Track’ to link three independent spaces into one unified space.

It took a lot of efforts to find the symbolic object representing the brand identity and also dealing with these spatial issues. We believe the key interior elements of ‘K-Monument’ and ‘Track’ would be the best solutions to the situation.

The eye-catching design of BEAT360 drew mass media attention with over 40,000 visitors have visited for three months after Grand opening in July. The hundreds of articles from journalisms and posts on SNS with hashtags(#) like Kia, Apgujeong and Gangnam are still uploading online and those help BEAT360 becomes one of newly risen landmarks in Seoul city.

Therefore, BEAT360 is considered to thrive Kia Motors’ brand value; growing 6% of brand value(6,683$m) in comparison with last year according to the ‘2017 Best Global Brands’ report from Interbrand.