Located near a number of impressive high prestige car dealerships such as BMW and Audi, the Hyundai MotorStudio stands at one of the major intersections in Seoul’s style and fashion Gangnam district.
However, the MotorStudio differs from the competition in that its purpose is to share the Hyundai’s brand direction of “modern premium”. I have come to understand this to be a set of values less about luxury cars but more of striving to go beyond what customers expect in merging performance with reasonable pricing and fluid style.
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(Photo Courtesy of Hyundai Motor Company)
Having also supported the Group’s manufacturing plants, my first impression as I explored the building’s galleries was that the industrial metallic décor of steel pipes and anodized steel panels reflects the brand’s solid auto production roots.
[ads id=”0″ style=”float:left;padding:9px;”]That said, after sipping a latte in its trendy Paul Bassett café overlooking sculptures by global media artist group United Visual Artists, my impressions softened and shifted to one of introspection.
A calming venue amid the hustle and bustle of Seoul and vibrant Gangnam, the MotorStudio is a showcase for the brand and product.
In particular Hyundai Motor Company’s public platform connects the brand image and vision with similar and inspiring automotive-related design, artwork, and opus. I look forward to future visits to Seoul and watching the MotorStudio and the brand evolve over time.
Each floor of the six story building showcases aspects of the brand. From the 3rd to 5th floor we can fin the “Gallery”, in the third Hyundai show the premium models, Genesis, Equus and Grandeur, up to the 4-floor we can see the Sonata, Santa Fe and Avante (Elantra in the U.S.) and finally on the 5th floor are exposed the European i30, i40 and the i20 WRC.
(Photos courtesy of the author)
Along with an extensive collection of car culture and Hyundai-related books neat memorabilia are added features of the Library.
About the Author Don Southerton
With a life-long interest in Korea and the rich culture of the country, Don Southerton has authored numerous publications and articles centering on the Korean auto industry. His firm Bridging Culture Worldwide provides strategy, consulting and training to Korea-based global business, including long time support of the Hyundai Motor Group. His most recent publication is Hyundai Way: Hyundai Speed.
http://www.amazon.com/Hyundai-Way-Donald-G-Southerton/dp/1495968723
