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‘.
