Exhibition Design

Hyundai Motorstudio Goyang

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Hyundai Motorstudio Goyang is Korea’s largest Car Culture Experience Park and provides an interactive journey for visitors to explore the brand. Visualising the process of creating a car in reverse chronological order of the process, the exhibition spaces show the different steps starting with the automobile going backwards through the production line and research steps to the design concept. The exhibition includes three thematic levels. In the “Plant” area, visitors interact with industrial robots that demonstrate Hyundai’s manufacturing process. Every hour, the robots interrupt their work and perform a classical ballet together. The area “Innovate” depicts the elements of research and vehicle development, comprising five spatial installations that inform about safety, aerodynamics, sound design and energy efficiency. The exhibition highlight is the kinetic sculpture in the “Design” area. It is a scenographic installation that aims at rendering the company’s design philosophy into a three-dimensional physical experience.

Statement by the Jury

This project convinces with an outstanding exhibition staging, which captivates visitors through a distinctive experience and its interactive character leading to profound insights into the exhibits. Presenting new technologies used in automotive manufacturing and the implementation of these innovations, the entire exhibition is geared towards an optimal user experience.

Credits
  • Client:
    Hyundai Motor Company, Seoul, South Korea
  • Design/General Planning:
    ATELIER BRÜCKNER, Stuttgart, Germany
  • Creative Direction:
    Prof. Uwe R. Brückner, Prof. Eberhard Schlag
  • Art Direction:
    Marco Müller
  • Light Planning:
    LDE Belzner Holmes, Stuttgart, Germany
  • Media Planning:
    medienprojekt p2, Stuttgart, Germany
  • Audio Planning:
    Idee und Klang, Basel, Switzerland, Klangerfinder, Stuttgart, Germany
  • Media Production:
    PYX INNOVATION LAB, Seoul, Korea
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