Delugan Meissl Associated Architects (DMAA) has completed the “Hyundai Motorstudio Goyang”, a building that forms the largest center for automotive culture in South Korea. DMAA’s competition winning-design responds to Hyundai’s ‘modern premium’ strategy, which encompasses the fields of technology, functionality, design, comfort, and sustainability.
The scheme brings together a range of functions including sales, branding, and customer entertainment alongside a series of exhibition spaces, all defined by three characteristic elements: landscape, vertical green, and shaped sky.
The uniqueness of the building – and at the same time the main challenge of its design – lies in its ambition to unite a multitude of functions – Sales, Brand Center, Automotive Theme Park, Offices and Services – in one structure. These functions are positioned in horizontal areas, one above the other, and are connected through the vertical design elements.
The aim was to create a complete and integral experience of the brand Hyundai for the customers. Symbolically, the experience represents a journey everyone has imagined but never took, into space, which stimulates one’s imagination – a journey of a car, a journey to a car.