The Hyundai Motorstudio Goyang provides an experience that goes beyond automobiles. It is Korea’s largest Car Culture Experience Park. In order to inform their customers and to create a lasting relationship between brand and buyers, the Hyundai Motor Company commissioned a public centre of automotive culture and brand world. It is located conveniently between the airport and Seoul city centre. The spacious, light-filled building is a work of the Viennese architects Delugan Meissl. 4,000 sqm of exhibition space are spread out on various levels consisting of diverse spatial ambiences.

Thematic units are perfectly integrated into the pre-existing spatial conditions. All exhibition spaces are connected by means of a coherent, dramaturgically staged visitor routing. Visitors pass through three thematic areas that highlight different aspects of Hyundai’s car manufacturing processes. In the ‘Plant’ area, visitors interact with industrial robots, while every hour the robots interrupt their work and perform a classical ballet together. The area ‘Innovate’ depicts the elements of research and vehicle development informing visitors about safety, aerodynamics, sound design and energy efficiency. The highlight of the Hyundai Motorstudio is the ‘Design’ area, where light, sound, movement and interaction transform space into a multisensory environment. A kinetic sculpture, consisting of 1,411 aluminium rods in continuous motion, works as a three-dimensional, narrative visualisation of the company’s overall design philosophy ‘Creating Design from Movement‘.