The reopened Hyundai Motorstudio Seoul shines in a new light
6 minute read
After a comprehensive transformation from the ground up, the Hyundai Motorstudio Seoul is once again open and welcoming visitors with five floors of automotive excitement, innovation, entertainment, and more. The grand reopening of Hyundai Motor's flagship venue for brand interaction highlights the Motorstudio’s new role as a vibrant community hub for automotive enthusiasts and Hyundai's commitment to blending innovation, culture, and lifestyle in one unique location.
More than a Motorstudio
When you hear the word 'Motorstudio', the first thing that probably comes to mind is a showroom full of new, glistening automobiles on display. The Hyundai Motorstudio Seoul is much more. Established in 2014 as the brand's first Motorstudio, the Hyundai Motorstudio Seoul has been reinvented as a 'playground that caters to every passion for cars.' Its eclectic mix of mobility themes addresses the present, past, and future, as well as the automobile's history-making impact on culture, lifestyle, and communication.
Deep drive on floors one and two
As a place that celebrates the interplay between automotive culture and lifestyle, the Hyundai Motorstudio Seoul serves as a unique convergence of mobility, art, creative expression, and technology. To incorporate all these themes into its inner architectural identity, Hyundai collaborated with Suh Architects, who were the original designers of the studio. The entire interior has been reimagined to showcase new content while preserving signature design elements, such as exposed pipes and steel plates that embody the philosophy of resource circulation.
The Community Studio, located on the first and second floors, welcomes guests with an expansive and interactive Auto Library featuring over 2,500 curated books and 500 mobility-related lifestyle and exhibition items. As a collaboration between Hyundai Motor, CCC (Culture Convenience Club), the lifestyle company behind TSUTAYA BOOKSTORE, French luxury publisher 'Assouline', and Korean mobility culture company 'EREVO', the Auto Library is a must for all those who want a deeper insight into automotive milestones. Visitors can browse through vintage catalogs, admire collectible model cars, read contemporary automotive lifestyle articles, and view racing goods, along with a variety of Hyundai memorabilia.
Rare items such as the Camel Trophy archive—one of only five limited sets worldwide are displayed among other, carefully sourced volumes that narrate the backstories, personal histories, people, and diverse mobility brands shaping modern car culture.
Celebrating mobility with every step
A special highlight of the Community Studio is the informative and entertaining mix of media and displays, where guests can discover and interact with specific mobility themes that continue to shape and drive our world.
The Heritage Section features automotive accomplishments from around the world, covering all brands, to highlight key mobility milestones and honor the pioneers who influenced car culture. Visitors can also look forward to a vintage collection of historic cars and legendary icons sourced from international private collectors.
The Lifestyle Section pays tribute to the cultures and subcultures that the automobile has brought to life, from extreme hobbies to outdoor adventures.
The Innovation Section displays how far we have come and the new directions that future mobility is taking society. Here, the spirit of mobility—from automotive heritage to today's advancements in SDV (Software-Defined Vehicle), EV, and robotics—is honored, and always with a view to the next big breakthrough.
The art of movement with Universal Everything
The immersive automobile and mobility experience reaches a special highlight at the Creative Wall. This unique video installation spans the glass facade between the first and second floors and projects images inward towards visitors. The works displayed on the Creative Wall are from the UK-based digital art group 'Universal Everything' and are inspired by Hyundai's philosophy of Progress for Humanity and its vision for the future. Universal Everything explores the forms and movement of objects through an exciting mix of cutting-edge technology, perspective-altering creativity, and performative art.
Automobile interaction guaranteed
A visit to the third and fourth floors reveals a dynamic exhibition space, where guests can interact with a fascinating and diverse lineup of vehicles, from iconic conventional engine models to the very latest standard-setting EVs.
To celebrate the 10th anniversary of Hyundai’s high-performance brand, N, the third floor features a dedicated zone for high-performance enthusiasts. Here, all racetrack fans can immerse themselves in the Hyundai N world. Whether exploring the exciting world of N performance parts, playing fast-paced interactive racing games, or discovering experimental Rolling Lab projects, the third floor combines excitement and innovation in the fast lane.
Things get electric on the fourth floor with an exhibition that focuses on the EV experience and Hyundai's commitment to pushing new mobility boundaries. A highlight is a captivating exhibit wall, on which 108 individual die-cast Hyundai IONIQ models are attached. At the diecast wall, visitors can view the models and compare various color options. The customization continues with material samples, which visitors can take from a special drawer in front of the diecast wall. Using the samples, guests can explore different colors and material options to customize their own Hyundai EV and become part of Hyundai's electric future.
Members only – benefits definitely
All those with access to the fifth floor are welcomed into an inviting and sophisticated ‘members only’ space. As an area available solely to Hyundai Motorstudio Club members, the HMS Club Lounge combines all the comforts of a private club with the excitement of exclusive exhibitions and premieres.
The tastefully decorated area offers something for everyone, from a relaxing spot to chat and enjoy the city view, to a cozy lounge and workspace designed to bring people and ideas together.
Hyundai Motorstudio Club members can also enjoy exclusive insights into new car research and development, along with other special features such as private mobility exhibitions and sneak peeks into the latest Hyundai automotive innovations.
The HMS Club Lounge demonstrates that membership has its privileges, which is why a number of exclusive events are planned, including car clubs, community gatherings, and automotive customer experience (CX) programs. There is always something new to discover.
Car culture that brings people together
The Hyundai Motorstudio Seoul has always been more than just a showroom. Since opening 11 years ago, it has consistently offered visitors a unique experience filled with fascinating discoveries at every turn. Now, the Hyundai Motorstudio Seoul has once again transformed into something new to become a fully immersive, multi-themed mobility center that provides a captivating insight into how car culture has shaped and continues to influence our society.
The Hyundai Motorstudio Seoul welcomes everyone interested in the automotive world, its history, and all the fascinating innovations driving it forward.
Hyundai Motorstudio Seoul
738 Eonju-ro, Gangnam District, Seoul, South Korea https://motorstudio.hyundai.com
Operating hours
09:00 ~ 21:00
Closed on the first Monday of every month, January 1, and for two days for the Lunar New Year and Chuseok
Follow Hyundai on Instagram (@hyundai) for more Hyundai Motorstudio highlights.