'A playground for car enthusiasts.'
Hyundai Motorstudio Seoul, which opened more than 10 years ago, has been remodeled with a new look. The theme of the change is a playground for car enthusiasts. Of course, it did not lose its original purpose as a cultural space of Hyundai Motor.
The first floor is filled with rare items that car enthusiasts would find hard to leave. Visitors are greeted by rare automotive books and high-priced vintage collectibles. It is both a playground and a library where enthusiasts can immerse themselves.
Hyundai Motorstudio Seoul (Gangnam-gu, Seoul), which opened in 2014, was loved as a representative "customer communication space" where customers could directly and intuitively experience Hyundai cars and automobiles through mobility exhibitions reflecting brand direction, cultural and artistic content, and test-drive programs, going beyond a showroom that simply sells vehicles.
Hyundai Motor returned to the essence of the "car" and remodeled the facility under the concept of "a playground that embraces every taste about cars" to newly present a space where visitors can experience a variety of car-related content such as heritage, lifestyle and racing.
Hyundai Motor organized the space so that it can serve not only for exhibits and experience programs but also as a community and a car playground where customers can interact. For the design, it worked with the architectural firm Seohakiteks, which was in charge of the original Hyundai Motorstudio Seoul design, to efficiently reconfigure the space for the renewed car content while maintaining its existing identity of pipes and steel plates that embody the philosophy of resource circulation.
▲"Auto library" showcased with in-depth curation
On the renewed Hyundai Motorstudio Seoul's first and second floors, it presents the "auto library," which contains diverse and in-depth car-related content through collaboration with CCC (Culture Convenience Club), which plans and operates the Japanese bookstore brand Tsutaya Books.
Tsutaya Books is gaining attention as a leading Japanese complex cultural space brand that suggests lifestyles and tastes so visitors can discover their own preferences beyond a simple bookstore. The "auto library" applies Tsutaya's operational know-how of exhibiting books and items together to create an immersive experience, sensibly placing about 2,500 carefully curated books and some 500 car-specialized items in spaces organized into heritage, lifestyle and innovation sections.
In particular, the "vintage collection," which gathers vintage items with high collector value such as mini cars, catalogs and emblems, was composed by directly sourcing rare items held by collectors around the world, and some items may be available for purchase as well as exhibition, which is expected to attract much interest from enthusiasts.
In addition, visitors can broadly encounter various books that shaped today's car culture, including the legendary off-road racing event Camel Trophy limited edition packages, books on outdoor, camping and travel related to car lifestyles, and books on future technology and mobility vision, covering content related not only to Hyundai Motor but to the broader auto industry.
The third and fourth floors of Hyundai Motorstudio Seoul are arranged as vehicle exhibition spaces where visitors can quickly see Hyundai Motor's new cars.
On the third floor, a dedicated space for the N brand celebrating its 10th anniversary was created to showcase N brand's research and development efforts and achievements in high-performance cars at once, offering various content from the next-generation electrification vision 'RN24 Rolling Lab' to the 'N performance parts wall,' 'Ioniq 5 N DK edition,' and a racing gaming zone.
The fourth floor, dedicated to Hyundai's electric vehicle brand Ioniq, will feature an Ioniq vehicle exhibition and a die-cast wall with 108 die-casts attached to allow visitors to experience Ioniq's various color combinations, providing in-depth product experiences along with vehicle displays.
Finally, on the fifth floor, a members-only space called the 'HMS Club Lounge' was 마련했다 with the launch of the 'Hyundai Motorstudio membership' for customers who join the membership with this Hyundai Motorstudio Seoul renewal opening. The HMS Club Lounge was configured to provide membership customers with exhibits on new-car research and development stories exclusive to members and a co-working space so they can continue various car-related activities, including membership gatherings.
Hyundai Motorstudio Seoul plans to regularly offer customer experience content such as club programs like Carmeet, talk programs where visitors can meet automotive experts, and test-drive programs with specialized gurus.
A Hyundai Motor official said, "As Korea's representative car company, Hyundai Motor has continuously worked to be more than a mere manufacturer and to lead car culture," and noted, "Hyundai Motorstudio Seoul will establish itself as a space that embraces a broad car culture and diverse tastes without boundaries and completes that culture together with those who love cars."
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