Hyundai is set to open their newest brand experience center early next year in Goyang, Gyeonggi Province, South Korea.
According to Hyundai, the purpose of building experience centers called Hyundai Motorstudio stems from an effort to raise brand value. The new branch will become their 3rd Motorstudio. The first was built in the South Korean capital of Seoul, and was soon followed by the second branch in Moscow, Russia. All these projects are led by Hyundai Motor Co. Vice Chairman Chung Eui-sun.
Penned by Delugan Meissl Associated Architects (DMAA) from Austria, the Goyang branch will embody the “shaped sky” design concept. This is characterized by a floating spaceship-like architectural design for the entire building. In detail, it will feature 14 floors and an amusement park ambiance for its visitors.
The amusement motif is unique to the 3rd branch. It’s aimed at providing fun and excitement for the visitors and their families. Its branch in Seoul boasts an atmosphere that centers on artworks and presentations related to car culture. On the other hand, the Russian branch presents a laid-back feeling with amphitheaters, libraries, cafes, and a car gallery.
Hyundai is already looking to add a 4th branch in the near future. With the on-going planning stages, the brand is eyeing Beijing in China as the next location.
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