Hyundai Motorstudio Transformed into a "Playground for Car Enthusiasts"... From New-Concept Bookstore to Community Spaces

Hyundai Motorstudio Seoul Reopens After Renovation
Immersive Bookstore Showcases Rare Collectibles
Exclusive Community Space for Members Introduced

Hyundai Motorstudio Seoul, a Hyundai Motor Company brand experience space located in Nonhyeon-dong, Seoul. Photo by Jeongju Jeon

Hyundai Motorstudio Seoul, the brand experience space of Hyundai Motor Company, has been reinvented as a playground for automobile enthusiasts. It has transformed into a place where visitors can experience all kinds of automotive-related content, from a new-concept bookstore to community gatherings.

On September 22, upon entering Hyundai Motorstudio Seoul located in Nonhyeon-dong, Gangnam-gu, Seoul, visitors are greeted by the multi-level immersive bookstore "Auto Library." This space is designed to help visitors discover their own tastes by arranging books and items in a stylish manner. The bookstore is divided into Heritage, Lifestyle, and Innovation sections, featuring approximately 2,500 books and 500 items.

The emblem of the 1975 Pony car and a cassette tape-shaped user manual are exhibited at Hyundai Motorstudio Seoul. Photo by Jeon Youngju

The car photography book "SuperFinds" is exhibited at Hyundai Motorstudio Seoul. The book displayed here is the twelfth volume out of a limited edition of 50 copies worldwide. Photo by Youngju Jeon

Rare items displayed throughout the bookstore are particularly eye-catching. The emblem of the 1975-produced Pony car and a cassette tape-shaped user manual have been perfectly preserved, and visitors can also see the car photography book "SuperFinds" in person, of which only 50 copies exist worldwide.

Manager Jeong Taekmin, who led the docent tour that day, explained, "We sourced high-value vintage items such as miniature cars, emblems, and catalogs directly from collectors," adding, "We have also prepared a wide range of books, from those that shaped today's car culture, such as gastronomy, travel, and camping, to books covering future technologies and mobility visions."

'HMS Club Lounge' available exclusively to customers who have joined the 'Hyundai Motorstudio Membership'. Photo by Jeon Youngju

The cutaway model of the Ioniq 9 is displayed in the "HMS Club Lounge." Photo by Jeon Youngjoo

The "HMS Club Lounge" on the fifth and top floor was also explored. With this renewal, Hyundai Motorstudio Seoul is launching the "Hyundai Motorstudio Membership," and this area is exclusively for members. On one side, there is a shared workspace furnished with sofas, chairs, and bookshelves. It is expected to serve as a community space where people can sit together to share opinions about cars or engage in car-related activities.

On the opposite side, the research and development (R&D) process for new vehicles is on display. The vehicle exhibited on this day was the Ioniq 9. As a cutaway model, visitors could easily see not only the interior design but also the location of the battery and how flat the floor is.

The third floor is a dedicated space for the N brand, celebrating its 10th anniversary this year. Visitors can check out the R&D vehicle "Rolling Lab" or enjoy racing games. On the fourth floor, 108 die-cast models are displayed to showcase the various color combinations of the Ioniq.

The official reopening date of Hyundai Motorstudio Seoul is September 24. Hyundai Motor Company plans to regularly offer customer experience programs such as talk sessions with automotive experts, test drive programs with professional gurus, and club activities.

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