Hyundai Motor Opens New Brand Experience Space, Hyundai Motorstudio Hanam, in South Korea

On September 9, Hyundai Motor will open its third ‘Motorstudio’ brand experience space in the city of Hanam, 30km east of Seoul, South Korea.

Following the theme of Motorstudios in Seoul and Moscow, the giant 442m2 space in Hanam will offer visitors a differentiated brand experience to explore innovative themes related to Hyundai Motor. The Motorstudio is located within a newly-built cultural complex that also features business headquarters and a shopping mall.

Hyundai Motor created its first Motorstudio in Seoul to explore cars and culture, presenting an experimental and creative space where people can experience the car in a totally new and inspirational context through music, art and interactive exhibits. This theme continued with the opening of the Hyundai Motorstudio Moscow, in which inspiration and innovation combine to communicate the important role cars play in our day-to-day lives.

Now, with the opening of the Hyundai Motorstudio Hanam, Hyundai Motor will explore the theme of future mobility through Hyundai Motor’s ‘Project IONIQ’. Working to redefine future mobility through innovation, Project IONIQ is a long-term research and development project that will enhance the lives of Hyundai customers.

“Hyundai Motorstudio Hanam allows us to communicate directly with our customers about Hyundai Motor’s future technologies and research results. We will continuously create new and innovative exhibits in the Motorstudios to follow,” said Won-Hong Cho, Executive Vice President of Hyundai Motor.

Highlighting ‘Freedom in Mobility’ (the vision of Project IONIQ), a super-large media wall covers the walls and ceiling of the studio to express the energy of nature and freedom. The images projected across the space communicate the free and innovative future mobility that goes beyond limitations of time and space.

Hyundai Motorstudio Hanam introduces visitors to the Electric and Hybrid versions of the IONIQ model demonstrating it not only as a car, but also a ‘driving device’. An interactive charging station enables visitors to experience the ease of home charging IONIQ Electric in an artistic, immersive space.

Additionally, a cutaway IONIQ displays the lower part of the IONIQ Electric’s powertrain helping visitors to understand the flow of energy and driving modes of an electric vehicle. Moving to the Design Studio, visitors can see and feel the exterior and interior materials of IONIQ models in addition to selecting an IONIQ model of their choice for a test drive in nearby courses – all without the burden to make a purchase.

Furthermore, Hyundai Motor has fostered ‘Gurus’ who are experts on automobile culture. They will be available in specially-created ‘Guru Bars’ to guide and inform visitors.

Through Project IONIQ, Hyundai Motor strives to deliver ‘freedom in mobility’ through four key directions – freedom to effortlessly access mobility whenever and wherever; freedom to connect everyday life while on the move; freedom from accidents and inconveniences; and freedom from environmental pollution and energy exhaustion.