Hyundai Motorstudio Goyang between architecture and imagination

The Hyundai Motorstudio Goyang is a unique building for its ambition to combine a multitude of functions, sales, Brand Center, automotive theme park, offices, and services, in a single structure that offers a real sensory experience

The multifunctional space symbol of modernity

The Hyundai Motorstudio Goyang represents a fusion of innovation and design, an ambitious project realized by the Viennese studio Delugan Meissl Associated Architects. This unique building integrates multiple functions in a single structure: sales, Brand Center, automotive theme park, offices, and services. The main challenge was to create a harmonious and fluid environment capable of offering an immersive and engaging experience. DMAA's project has been able to interpret Hyundai's vision, following the "Modern Premium" philosophy, which combines technology, functionality, design, comfort, and sustainability.

The GDSI Concept: a global identity for Hyundai showrooms

DMAA's winning approach has been incorporated into the "Global Dealership Space Identity (GDSI)" manual, a document that defines the guidelines for Hyundai showrooms worldwide. The GDSI provides a balance between a basic design idea and the flexibility needed to adapt to different contexts. Since 2014, numerous showrooms have been built or renovated according to these guidelines, creating a network of consistent and recognizable spaces. The Hyundai Motorstudio Goyang is a perfect example of how these principles can be successfully applied, transforming a commercial building into a place of experience and discovery.

A modular design inspired by the landscape

The concept of the Hyundai Motorstudio Goyang is based on a modular principle that integrates three key elements: Landscape, Vertical Green, and Shaped Sky. These elements define the space without interrupting visual transparency, creating an open and bright environment. The cars are displayed as if they are part of a dynamic landscape, where visitors can move freely, exploring different perspectives. This approach not only enhances the product but also stimulates the curiosity and imagination of the audience, offering a unique and personalized experience.

An immersive experience between innovation and architecture

The Hyundai Motorstudio Goyang is not just a building, but a true sensory journey. Every architectural detail is designed to offer a comprehensive experience of the Hyundai brand, where service quality merges with the aesthetics of the spaces. Different functions are distributed across multiple horizontal levels and connected by vertical elements that create a continuous flow. This design stimulates visitors' imagination, symbolically representing a journey never taken, an exploration between reality and dream. In this context, architectural projects become tools to tell stories, evoke emotions, and create deep connections between space and people.

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Delugan Meissl Associated Architects

Delugan Meissl Associated Architects, Mittersteig 13/4, 1040 Vienna, Austria