Located in the country’s second-largest city and seaside attraction of Busan, the venue is the sixth of its kind joining others in Seoul, Goyang, and Hanam in Korea as well as Beijing and Moscow. It is themed on the concept of "Design to Live by" that explores how great design inspires and enriches people’s daily lives.
The facility seeks to spark visitors’ imaginations with a year-round programme of artistic works associated with automotive and other industries.
The new brand space is located in Busan’s F1963, a former wire rope factory run by Kiswire that transformed into an art and culture complex after holding the Busan Biennale in 2016.
The five-storey building housing the art complex was designed by architect Choi Wook, who used wires and steel frames as key elements of the architectural design and function — inspired by F1963’s history as a wire rope factory.
“Hyundai Motorstudio is a space that allows customers to experience our brand through a variety of arts and cultural activities that reflect our brand identity and vision,” said Cornelia Schneider, Vice President and Head of Global Experiential Marketing at Hyundai Motor.
“We hope visitors to Hyundai Motorstudio Busan will enjoy exploring the power of design by participating in the process of its making and see how it reinvents our everyday lives.”
In celebration of its official debut, Hyundai Motorstudio Busan will showcase its first design exhibition, "Reflections in Motion" from April 8 to June 27, inviting visitors to explore and reflect on the interaction between time and design, in the context of Hyundai’s vision of "Progress for Humanity".
Hyundai Motorstudio Busan will also feature digital media artworks on its creative wall. "Run Forever" by long-time partner Universal Everything, a UK digital media arts group led by Matt Pyke, is a collaborative piece that explores Hyundai’s work in future mobility and sustainability. Other past works also will be shown on the creative wall.