Austrian firm Delugan Meissl has completed the design of the Hyundai Motorstudio Goyang, the largest automotive cultural center in South Korea. The project integrates multiple functions — including car sales, brand showcases, customer entertainment experiences, and a series of exhibition spaces. The entire building is defined by three iconic design elements: landscape, vertical green, and shaped sky, which together create an immersive automotive culture experience.
Inside the motor studio, the elements of landscape, vertical greenery, and sculpted sky are seamlessly integrated throughout the space, carefully arranged so as not to obstruct views of the vehicles. The automobiles are displayed from diverse vantage points, within a spatial arrangement inspired by urban and natural landscapes, encouraging visitors to explore freely. One of the main challenges for the architects was to accommodate a wide range of functions within a single building. Sales zones, a brand center, an automotive theme park, and office spaces are arranged in horizontal layers, linked by vertically oriented design features.
The design’s vertical elements take on static but also vital functions for the building – they carry the open space
The centerpiece of the thematic exhibition is a visually striking kinetic sculpture that vividly embodies Hyundai Motor’s brand philosophy of “design through movement.” Composed of 1,411 aluminum rods, the installation shifts and flows with fluid, dynamic motion, ultimately crystallizing into the iconic design language that defines Hyundai vehicles.
The multimedia choreography communicates a feeling for the modelling and design process to visitors. The energy filled synthesis of kinetic sculpture, video, music and light makes the Design Room a unique attraction, uniting high quality content and innovative technology in a sensational experience.
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