A vision for Hyundai’s flagship Motor Studio as a dynamic innovation playground.
From smart mobility to immersive brand storytelling, this invited concept proposal reimagines the Goyang site as a journey from origin to future.
The concept organises Goyang into layered experiential zones, unfolding Hyundai’s story across time — from industrial heritage to imagined futures. Four key zones (Below, Street, Above, and Beyond) guide visitors through scalable, tech-enabled environments blending education, entertainment, and innovation.
This space immerses visitors in a smart city street scene, grounded in Hyundai’s demonstration of today’s leading automotive technology, combined with insights into an optimistic near future. Visitors explore the parked electric vehicles, surrounded by peaceful greenery and enticing shops, and assisted by delivery robots and drones.
Different smart city layouts can be projected onto the floor and easily reprogrammed. Real ‘green islands’ are simply rearranged by platform robots – a novel application of industrial technology. Connect Wall digital screens show a variety of contextual future city visions.
Visitors emerge inspired and refreshed by Hyundai’s practical demonstration of how to build a desirable urban lifestyle and future.
As visitors descend into the Below Zone, they find themselves in a clean modern space, simultaneously a factory and a museum.
Beneath the Street, visitors discover the industrial muscle and intelligence that underpins the joy and serenity above.
This metaphor for the high-tech economy demonstrates the indispensable roles of industry and heavy machinery, behind the scenes, in creating a clean, efficient city. But it shows how all that can take place in a sensitive, harmonious, and arguably beautiful way.
Most visitors reach this level via an elevator from Below. The lift is a ‘space elevator’. Disembarking, guests transition through a range of very different sensory states. Amongst other experiences, they reflect the bleak emptiness of space, alongside awe-inspiring insights into other worlds.
The Beyond Zone stimulates people to take a larger perspective on humanity’s role in the world and the universe, and the challenges and opportunities facing our species.
The mezzanine of the Above Zone is a narrow, linear and low-ceilinged space, leading into the shop and overlooking the Street scene below.
Parting the clouds with every step, visitors freely roam this environment to find several experiences, focusing on air mobility solutions, sensations associated with moving through air and portals into other places.
After the shop there is an alternative descent to the ground floor by entering an exciting (para)chute.
A playful, nature-inspired redesign of an urban nursery courtyard, combining tactile natural materials, vibrant colours, and flexible play zones.
Set within the Gallery’s new sculpture garden, the installation celebrates creativity at every stage: from workshops with local schools to the experience of climbing, sliding, and...