The ‘Design’ area is the highlight of the Hyundai Motorstudio Goyang, which is Korea´s largest Car Culture Experience Park. It presents a fascinating journey through the premium manufacturing process of Hyundai cars – starting from the finished product and going backwards in single steps to the initial design concept. The aim is to create a long-time relationship, between brand and customers.

The ‘Design’ area is realised as a dynamic room-sized installation. Light, sound, movement and interaction transform the entire space into a multisensory environment. The elaborated sound system with 3-dimensionally composed music, a subtle light choreography, the video installation – realised as a 70m-long strip of monitors placed along the walls – and the choreography of the kinetic sculpture interact with one another.

In the centre, the kinetic sculpture, consisting of 1,411 aluminium rods, is in continuous motion. Each rod has its own drive and can reach a surprising height of up to 1,40 metres within seconds. This exceptional feature presents two modes: The ‘Reactive Mode‘ of the sculpture mirrors the visitors’ movement, it becomes one with that of the installation, while the ‘Show Mode’ performs a pre-programmed choreography flowing into the shape of a Hyundai automobile – a narrative, immersive experience expressing Hyundai’s design philosophy ‘Creating Design from Movement’.