Hyundai opens flagship showroom in Seoul - Press Release
Hyundai Motor Opens Flagship Brand Showroom in Seoul
Hyundai Motor reinforces its brand management initiative by opening a flagship brand
showroom to communicate with customers
Hyundai Motor to open more brand showrooms in major global cities
Brand showrooms will propose coffee, conversation, culture
May 9, 2014 – Hyundai Motor Company, the fastestgrowing automaker by brand value, today
opened “Hyundai Motorstudio” in Gangnam, one of Seoul's busiest districts. The flagship brand
showroom, Hyundai Motor’s first, features a series of newlycurated retail and cultural
experiences, as well as exhibits that engage visitors and communicate the company’s future
brand direction and aspirations.
“Our goal is to provide an environment where customers can naturally experience our Modern
Premium brand values,” said WonHong Cho, Hyundai Motor’s Chief Marketing Officer. “Every
detail within Hyundai Motorstudio was designed to create synergy towards making our brand
experience a culture in itself.”
Both the space and the program of the flagship brand showroom suggest a new kind of driving
culture. Just as the customer’s experience of Hyundai begins long before he sets foot in one of
its cars, Hyundai Motorstudio is based on the concept that its automobiles are not simply an
assembly of parts, but an evolution of steel and engineering. Beginning with the production of the
raw materials themselves, Hyundai crafts each new model essentially from scratch. It then
hones its products to perfection, as witnessed in the undercarriage of the new Genesis.
Conceived by Eulho Suh of Suh Architects, Suh used 36,000 meters of steel pipes and anodized
steel panels supplied by affiliates within the Hyundai Motor Group to create the interior and
exterior architecture. Thus, the store’s material expression represents Hyundai Motor’s vast
capacity for industrial production and innovation.
The world’s first ‘Car Rotators’ were also designed internally and installed for the showroom,
allowing nine, fullsize Genesis models to create the facade and central display of the building.
The angle of each car will be adjusted every month, allowing customers to observe each car
from every angle firsthand, including their undercarriages.
Furthermore, the building itself will be utilized as an art gallery and a venue for communication
with customers. The first exhibition at the store is ‘Principle of Motion’ by a Londonbased art
group UVA(United Visual Artists). This video installation reinterprets the experience of driving
through Korea through dynamic, moving patterns and rhythms. Having hired its own curator,
Hyundai Motorstudio will continue to showcase a wide range of collaborated works with
Consisting of five floors, the studio also includes an auto library, a kids’ lounge, a premium
customer lounge, a cartuning lounge, a gallery and a cafe to relax and linger. Speciallytrained
staff and curators will be on hand to help visitors enjoy each of its spaces and listen to customer
feedback. With its attention to detail and unique design and program, Hyundai Motorstudio is
expected to become one of Southern Seoul’s landmarks.
Additionally, Hyundai Motor will expand its flagship brand showroom in other global cities, starting
with one in Moscow in the second half of this year. With each new venue, Hyundai Motor will
offer visitors a glimpse into more than its cars.