Hyundai Opens 5-Story Super Showroom for Premium Brands

Hyundai opens its Hyundai Motorstudio, a 5-story flagship brand super showroom currently dedicated to displaying the Genesis.

Located in the upscale Gangnam District in southern Seoul, Hyundai officials expect the new structure to become a Seoul landmark. They also plan to open one in Moscow in the second half of the year and target other nations in their longer-range plans.

Hyundai engineers designed “car rotators” fitted with nine Genesis models located throughout the structure, a display tactic the automaker says is a marketing first. They are rotated to different angles every month to enable customers to examine every facet of the vehicle, with audio and visual explanations given.

The Motorstudio was designed by Euhlo Suh of Suh Architects in Seoul. It uses 118,000 ft. (36,000 m) of steel pipes and anodized steel panels developed by Hyundai Hysco, Hyundai Steel and other affiliates within the Hyundai Motor Group.

The Motorstudio will show customers “our vehicles are not simply an assembly of parts, but an evolution of steel and engineering,” Hyundai Chief Marketing Officer Won-Hong Cho says.

“Beginning with the production of the raw materials themselves, Hyundai crafts each new model essentially from scratch. We then hone our products to perfection, as witnessed in the new Genesis.”

The Motorstudio in Gangnam also will be used as an art gallery and venue for customer presentations and meetings, Cho says. It includes an automotive library, children’s lounge, premium customer lounge, a car-tuning lounge and art gallery and cafe.