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The Hyundai experience

BY RORY DALEY
Observer writer

Friday, June 23, 2017

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ONE of five worldwide locations, the Hyundai Motorstudio in Goyang (HMG), South Korea, easily lives up to its billing as the largest automobile theme park in the country.

“We wanted to send visitors on a journey they have never experienced before. So we challenged the fixed idea that a building must have a strong solid floor, and came up with a unique design for Hyundai Motorstudio Goyang that resembles a spacecraft in mid-air,” said a video projected on the inside walls of the building by Delugan Meissl Associates Architects (DMAA) — designers of the structure.

The building was opened in April 2017.

Like Hyundai Motor Company, HMG looks to the future as the first and second floors are made of clear glass walls, allowing the massive top-floor sections to stretch out and float as if it were a spaceship. Inside is where the real brilliance is contained, as the venue hosts the permanent exhibition Into The Car, supported by a kitchen, café, a Hyundai goods shop, and a functioning service centre.

The fun starts upon entry. Even before one is able to get to the guided tour of the exhibition, guests are greeted with a plethora of current Hyundai models, all functioning and staffed by a knowledgeable guru ready to answer any questions. For a small fee, the 11-part 'Into The Car' exhibition starts small, showing off vehicle production in a very interactive manner. Patrons can control several of the displays throughout the entire tour. Standouts are the two last stops — Design and Ride. Design must be seen to be understood, but Ride is a 4D simulator that takes its participants on drive of a stage of the World Rally Championship in Hyundai's i20 rally car. The main exhibition exits into a themed exhibition. At the time of Jamaica Observer's Auto magazine's visit, this display continued the rally theme with a life-size and scaled diorama of Hyundai driver Thierry Neuville's record-breaking 44-metre jump at Colin's Crest during the 2015 Rally Sweden.

Once done, all are encouraged to shop for Hyundai swag at the shop or return to the ground floor to browse the company's vehicular line-up.

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