Hyundai Motor Company Opens 'Hyundai Motorstudio Busan'

Operating under the theme 'Design to Live by'... Running concept cars and exhibition pieces without mass-produced cars

[Asia Economy Reporter Yu Je-hoon] Hyundai Motor Company announced on the 8th that it will open 'Hyundai Motorstudio Busan' in Suyeong-gu, Busan. Hyundai Motorstudio Busan, a four-story building with a total floor area of 2,396㎡, is the sixth Hyundai Motorstudio to operate following Seoul, Goyang, Hanam, Beijing, and Moscow.

F1963, the site where Hyundai Motorstudio Busan is located (the former steel factory site of Korea Steel), has been used as the Busan Biennale exhibition hall in 2016 and has since served as a symbolic complex cultural space in Busan.

The architectural design of Hyundai Motorstudio Busan was overseen by Chief Architect Choi Wook of One One Architects, who utilized wire and steel frames as core materials, inspired by the site's history as a steel factory.

Hyundai Motorstudio Busan operates under the theme 'Design to Live by,' focusing on the great power of design that reflects human desires and enriches life. It plans to showcase diverse content related not only to automobile design but also to design in everyday life.

The most distinctive feature is this design content exhibition, where mass-produced vehicles are not displayed in the exhibition space operated by an automobile company. Concept cars and art collaboration vehicles that demonstrate Hyundai Motor Company's future vision will be continuously showcased in connection with the exhibited works.

The first floor is a pilotis-style space equipped with an LED creative wall displaying digital media artworks, while the exhibition space on the second floor presents exhibitions reflecting Hyundai Motor Company's unique design philosophy and future orientation. The third floor serves as additional exhibition space and a resting area for visitors, and the fourth floor includes a learning zone and kitchen facilities.

The Inspiration Lab, operated in the learning zone on the fourth floor, is a program designed to help people of various ages think about and inspire each other regarding sustainable design. Classes such as upcycling, electric vehicle design, and Pony puzzle car workshops are offered. On the same floor, the casual dining restaurant 'Michael's Urban Farm Table' offers New American-style menus using local Busan ingredients.

Meanwhile, to commemorate the official opening of Hyundai Motorstudio Busan, the first exhibition program 'REFLECTION IN MOTION' will be held in the second-floor exhibition hall until June 27.

Hyundai Motor Company stated, "Hyundai Motorstudio is a differentiated space where customers can experience Hyundai Motor Company's brand in various ways through cultural and artistic content reflecting the brand's vision and direction. We hope Hyundai Motorstudio Busan will become a landmark that provides many customers who focus on creativity with an opportunity to rethink the changes driven by design and a place they can enjoy visiting."

Additionally, starting with the opening of Hyundai Motorstudio Busan, Hyundai Motor Company will launch the 'Hyundai Blue Prize Design' award program to discover and nurture design curators with outstanding insight and planning skills as the next generation of global design curators. The final selected curators will have the opportunity to hold exhibitions they have planned at Hyundai Motorstudio Busan and collaborate with overseas institutions.

This content was produced with the assistance of AI translation services.