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April 6, 2023

The Hyundai Motorstudio Goyang Isn't Your Ordinary Car Museum

Korea may not be the first country you think of when it comes to automotive-related exhibits and museums, but that’s fast changing. Realizing that the future of mobility isn’t purely functional, but emotional as well, Hyundai has opened several Hyundai Motorstudio in key cities around the world to serve as a mobility theme park of sorts.

Currently, there are four in Korea: Goyang, Seoul, Hanam, and Busan, while elsewhere around the world, there’s one in Moscow, Beijing, and Senayan Park in Indonesia.

The Hyundai Motorstudio in Goyang though is quite special in that it holds the title of being the largest mobility theme park in Korea. Opened in 2017, it was designed by Austrian world-renowned architectural firm, Delugan Meissl Associated Architects or DMMA. Among their most famous projects include another automotive museum: the Porsche Museum.

According to DMMA, the challenge of the Hyundai Motorstudio Goyang is unique in that a multitude of functions: Sales, Brand Center, Automotive Theme Park, Offices, and Services have to be combined seamlessly in one structure. Furthermore, the functions are positioned in a horizontal space, one above the other, all connected through vertical design elements.

The result is a structure that’s defined by three elements: Landscape, Vertical Green, and Shaped Sky. These three design elements dominate the overall space without interfering with the panoramic view into the vast spatial unit, which itself is defined by a simple and clear structure of openness and transparency.

Visuals aside, sound also plays a key part of the Hyundai Motorstudio Goyang experience. For that, Hyundai sought the expertise of audio partner, Harman. In order to create a truly immersive experience, the entire space uses JBL Professional speakers, include those in the 4D room where visitors can experience off-road racing in a rally car that makes them feel like they are in an amusement park.

Beyond the 4D ride, Hyundai Motorstudio Goyang presents cars differently: it’s done in reverse chronological order. The exhibition spaces show the different steps starting with the finished car going backward through the production line and research steps to the design concept. This, according to Hyundai, was done on purpose because they want to show how their vehicles can enrich people’s lives rather than focus on the purely mechanical aspect of it.

The exhibition includes three thematic levels. In the “Plant” area, visitors interact with industrial robots that demonstrate Hyundai’s manufacturing process. Every hour, the robots interrupt their work and perform a classical ballet together. The area “Innovate” depicts the elements of research and vehicle development, comprising five spatial installations that inform about safety, aerodynamics, sound design, and energy efficiency. The exhibition highlight is the kinetic sculpture in the “Design” area. It’s a scenographic installation that aims at rendering the company’s design philosophy into a three-dimensional physical experience.

As a space dedicated to human connection, the Hyundai Motorstudio Goyang goes beyond the traditional automotive exhibition space. Sure, like all other automotive museusm, there’s a Gift Shop. But, in order to become a true social experience there are two cafés and one full service restaurant all managed by the Haevichi Group—which is a hotel and resorts group that’s part of, you guessed it, Hyundai Motor Group.

The design and layout of the space itself helped Hyundai Motorstudio Goyang bag the Best of the Best at the Red Dot Award in 2017. The jury noted the way the space “captivates visitors through a distinctive experience and its interactive character leading to profound insights into the exhibits. Presenting new technologies used in automotive manufacturing and the implementation of these innovations, the entire exhibition is geared towards an optimal user experience.”

Hyundai Motorstudio Goyang
  • Operating Hours: 10 AM to 7 PM (Last Admission: 5:30 PM)
  • Address: 217-6, Kintex-ro, Ilsanseo-gu, Goyang-si, Gyeonggi-do
  • Reservation: click here.
How to get there:

Leady Photo by Hyundai. Hyundai Motorstudio Goyang photos by Jose Nicolas Calanoc.

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