HYUNDAI Flagship Store and Exhibit Pavilion

BRC Imagination Arts
South Korea
Exhibition Space
100,000 sq.ft / 9,250 m2
As cars and the motor industry itself becomes more sophisticated and competitive, companies are enhancing the factory and showroom experience by entertaining and immersing the consumer in the core brand values, and hopefully encouraging lifelong loyalty.
We were asked to develop a flagship store with strong visitor experience for Hyundai to be based at their factory in South Korea. Taking design cues from their test track wrapping its way around the new building, we created a pavilion using exterior and interior forms that are sinuous, graceful and flowing. Inside there is space for both real size concept cars and futuristic “infotainment” installations, including a hands-on tour of the adjacent factory and numerous interactives. Lighting projection and media shows all complete the experience and engage the visitor from concept cars to production line.

HETZEL DESIGN   Los Angeles, USA 2020.

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