HYUNDAI MOTORSTUDIO GOYANG

ClientHYUNDAI MOTOR COMPANY
Category D01. Retail - Permanent Environment & Experience Design
TitleHYUNDAI MOTORSTUDIO GOYANG
Product/ServiceHYUNDAI BRAND
Entrant ATELIER BRÜCKNER Stuttgart, GERMANY
Idea Creation ATELIER BRÜCKNER Stuttgart, GERMANY
Idea Creation 2 LDE BELZNER HOLMES Stuttgart, GERMANY
Idea Creation 3 MEDIENPROJEKT P2 Stuttgart, GERMANY
Idea Creation 4 TAMSCHICK MEDIA+SPACE Berlin, GERMANY
Idea Creation 5 IDEE UND KLANG Basel, SWITZERLAND
Production LDE BELZNER HOLMES Stuttgart, GERMANY
Production 2 MEDIENPROJEKT P2 Stuttgart, GERMANY
Production 3 TAMSCHICK MEDIA+SPACE Berlin, GERMANY
Production 4 IDEE UND KLANG Basel, SWITZERLAND
Production 5 KLANGERFINDER Stuttgart, GERMANY
Credits
Name Company Position
Prof. Uwe R. Brückner ATELIER BRÜCKNER Creative Director
Prof. Eberhard Schlag ATELIER BRÜCKNER Project Director
Marco Müller ATELIER BRÜCKNER Project Manager

The Campaign

The Hyundai Motorstudio Goyang 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 intention is to allow for a realistic, comprehensible and immersive approach to the brand’s quality, technology, functionality, design and sustainability by means of scenography. Therefore, visitors do not simply see or read what happens, they become part of it themselves. This augmented reality provides more information and a more memorable experience than a visit on-site the production plant.

Creative Execution

Thematic units are perfectly integrated into the pre-existing spatial conditions. All exhibition spaces are connected by means of a coherent, dramaturgically staged visitor routing. Visitors pass through three thematic areas that 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‘.

Indication of how successful the outcome was in the market

Hyundai Motorstudio Goyang offers an interactive, immersive experience! Visitors are reached personally and emotionally, which ensures lasting memories. A total of about 130,000 people visited the Hyundai Motorstudio in Goyang since the opening earlier this year. In a survey, more than 90% of visitors indicated that they were satisfied with the exhibition. 50% of visitors would like to return within 6 months of their first visit. The “Automotive Brand Contest“ elected Hyundai as “Brand of the Year 2017“. According to the jury statement, the decisive factor was the new brand image, which is closer to the people as embodied in the Hyundai Motorstudio Goyang.

The exhibition offers an interactive use of media, which immerses the visitors into the world of Hyundai. The thematic parcours addresses a broad audience, not only customers, but also families and young people. It makes curious to discover the automobile production and culture of today and tomorrow. Three main areas – ‘Plant’, ‘Innovate’ and ‘Design’ – are scenographically staged and present different aspects of the vehicle development.