CAR & CULTURE
Hyundai Motorstudio Seoul is the company’s first brand experience zone that conveys Hyundai Motor’s experimental spirits.
This is where ‘motor’ – a word used for the automobile industry – and ‘studio’ – a word that refers to a place for contemplating and creating a new life style – converge. Here, you can experience Hyundai Motor Company in addition to various aspects of our automotive culture.
Hyundai Motor Company never ceases to experiment and challenge the future to create a new day and evolve every day.
Hyundai Motor’s resource circulation philosophy of “from molten iron to cars” is expressed via its “ZERO TO ZERO” concept. This is Hyundai Motor Company’s eco-friendly resource recycling philosophy where molten iron is extracted from the furnace to create automobiles and scrapped cars are reused to produce steel. The value of ‘ZERO TO ZERO’ is made possible by the framework of Hyundai Motorstudio which is designed to use steel pipes to connect the building’s interior and exterior. Using this piping-type architecture, Hyundai Motor Corporation expresses not only the value of recycling but also the company’s enduring spirit of endeavor and its will to seek and embrace constant change.
Hyundai Motorstudio uses car rotators to reveal the undercover of vehicles which isn’t a part of automobiles that companies normally show. Such an attempt, which is based on the company’s pride in its quality, led to thoughts on angles and structures in order to find the best presentation. At Hyundai Motorstudio, automobiles rotate in a variety of angles and heights. They are reborn as living, breathing, and dynamic art pieces.