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Hyundai Motorstudio Goyang

[Exhibition Design]


Hyundai Motor Company, Seoul, South Korea

Art Direction

Marco Müller

Audio Design

Idee und Klang, Basel, Switzerland, Klangerfinder, Stuttgart, Germany

Creative Direction

Prof. Uwe R. Brückner, Prof. Eberhard Schlag

Design/General Planning

ATELIER BRÜCKNER, Stuttgart, Germany

Light Planning

LDE Belzner Holmes, Stuttgart, Germany

Media Planning

medienprojekt p2, Stuttgart, Germany

Media Production


Hyundai Motorstudio Goyang is Korea’s largest Car Culture Experience Park and provides an interactive journey for visitors to explore the brand. Visualising the process of creating a car in reverse chronological order of the process, the exhibition spaces show the different steps starting with the automobile going backwards through the production line and research steps to the design concept. The exhibition includes three thematic levels. In the “Plant” area, visitors interact with industrial robots that demonstrate Hyundai’s manufacturing process. Every hour, the robots interrupt their work and perform a classical ballet together. The area “Innovate” depicts the elements of research and vehicle development, comprising five spatial installations that inform about safety, aerodynamics, sound design and energy efficiency. The exhibition highlight is the kinetic sculpture in the “Design” area. It is a scenographic installation that aims at rendering the company’s design philosophy into a three-dimensional physical experience.

Statement by the jury

This project convinces with an outstanding exhibition staging, which captivates visitors through a distinctive experience and its interactive character leading to profound insights into the exhibits. Presenting new technologies used in automotive manufacturing and the implementation of these innovations, the entire exhibition is geared towards an optimal user experience.

Sie wollen Ihre Projekte zum Red Dot Design Award einreichen? Hier geht es zum Anmeldeportal.

Dieses Projekt finden Sie auch im International Yearbook Communication Design 2017/2018.