Hyundai Motorstudio Goyang, Goyang

Designed by: Atelier Brückner
For client: Hyundai Motor Company Floor area: 4000.00 M² Year of completion: 2017
Nominated for: 年度展览设计

About the Project

Hyundai Motorstudio Goyang: An interactive, immersive experience! In order to inform their customers and to create a long-lasting relationship between brand and buyers, the Hyundai Motor Company commissioned a public centre of automotive culture and brand world. Korea’s largest Car Culture Experience Park invites visitors on 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. Visitors experience fascinating spaces, memorable dynamic installations and engaging interactive settings.

The visitors’ route passes through 4,000-sq-m of exhibition space. Three thematic areas 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‘.

What’s unique about it

The Hyundai Motorstudio Goyang provides an experience that goes beyond automobiles: The intention is to allow for a realistic, comprehensible and immersive approach to the brand’s quality, technology, functionality, design and sustainability by means of scenography. Therefore, visitors do not simply see or read what happens, they become part of it themselves. This augmented reality provides more information and a more memorable experience than a visit on-site the production plant.

The monumental architecture created by Delugan Meissl constitutes a complex structure with varying preconditions for the design of the exhibition. The challenge here was to set up a parcours in a coherent progression that is expediently integrated into the building’s existing structure containing vast space, on the one hand, and small, intricate rooms, on the other, allocated on several levels.

The exhibition offers an interactive use of media, which immerses the vistitors into the world of Hyundai. Visitors are reached personally and emotionally, which ensures lasting memories. An exceptional feature is the kinetic sculpture that works in two modes. The ‘Reactive Mode‘ of the kinetic sculpture mirrors the visitors’ movement, while the ‘Show Mode’ performs a choreography flowing into the shape of a Hyundai automobile. The brand’s design philosophy ‘Creating Design from Movement’ is realised as a dynamic room-sized installation.– a fascinating, immersive, holistic experience!

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