Hyundai Motorstudio Goyang. Enjoying the experience of space as a journey that inspires the imagination
The Hyundai Motorstudio Goyang is a unique building for its ambition to combine a multitude of functions-sales, Brand Center, automotive theme park, offices and services-in a single structure
Viennese architecture associate firm DMAA won the competition held by Hyundai, which aimed to find a design concept that could be applied to all of its showrooms, and which followed the company's strategy called "Modern Premium": Hyundai's definition of quality that includes technology, functionality, design, comfort and sustainability
The elements of DMAA's winning design are later incorporated into the extensive "Global Dealership Space Identity" (GDSI) manual, which presents both the basic design idea for Hyundai dealerships and the flexibility with which it can be implemented. Hyundai showrooms around the world have been adapted or built according to these guidelines since 2014
The new Hyundai Motorstudio Goyang in Seoul was also built in line with the GDSI system. The building concept applies the modular principle of the Manual with concisely defined characteristic elements: Landscape, Vertical Green and "Shaped Sky." These three design elements dominate the Motor Studio space without interfering with the panoramic view in the vast spatial unit, defined by a simple open and transparent structure where cars are presented from different perspectives, similar to a landscape where visitors can move freely
The uniqueness of the building - and at the same time the main challenge of its design - lies in its ambition to combine a multitude of functions - sales, Brand Center, automotive theme park, offices and services - into a single structure. These functions are placed in horizontal areas, one above the other, and are connected through the vertical design elements.
The goal was to create a complete and integral Hyundai brand experience for customers and for them to fully enjoy the high quality of service provided by the company. Symbolically, the experience represents a journey that everyone has imagined, but never taken, in a space that stimulates their imagination-a journey of a car, a journey in a car