Hyundai Motorstudio Goyang

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Hyundai Motorstudio Goyang

Address
Seoul (Goyang)
South Korea

Category
Cultural

Competition
2011 [1.prize]

Start of planning
2012

Start of construction
05/2013

Completion
02/2017

Floor area
63.860 m²

Gross surface area
63.860 m²

Site area
16.719 m²

Built-up area
9266 m²

Height
49,4 m

Number of levels
14

Number of basements
5

Managing Partner
Martin Josst

Project manager
Sebastian Brunke

Project team
Michael Lohmann
Diogo Teixeira
Christian Schrepfer
Gerhard Gölles
Win Man
Christian Groß
Florian Schafschetzy
Bogdan Hambasan
Toni Nachev

CONSULTANTS

Construction
management
Hyundai Architects &
Engineers Associates

Project controlling
Hyundai Architects &
Engineers Associates

General Contractor
Hyundai Engineering &
Construction

Executive planning
DMP / Hyundai Architects
& Engineers

ASSOCIATES

Structural engineering
Bollinger + Grohmann
Ingenieure / Dongyang

Exhibition Planner
Atelier Brückner / GL

Lighting design
Speirs + Major / Bitzro

Landscape
Topotek 1 / Landscape
Workshop SAII

Energy Design
Energy Design Cody
/ EAN

HVAC
HIMEC

Electrical Installations
HITEC

Fire Controlling
NAMDO

Exhibition Controlling
Innocean

Hyundai’s “Modern Premium”strategy – the concern’s definition of quality encompassing technology, functionality, design, comfort and sustainability – formed the basis for an invited architectural competition to find a correspondingly comprehensive design concept, which could be simultaneously applied to all of Hyundai’s spatially very diverse locations.
DMAA’s competition entry addressed all key aspects of “Modern Premium” and formulated these as titles, hypotheses and arguments. The central themes and content of the winning concept were subsequently incorporated into the extensive “Global Dealership Space Identity” (GDSI) Manual, which presents both the basic design idea for Hyundai’s dealerships and the flexibility with which it can be implemented in detail.

Hyundai showrooms worldwide have been adapted or newly built according to these guidelines since 2014. The new Hyundai Motorstudio Goyang in Seoul has also been realised in line with the GDSI system. The concept of the building applies the Manual’s modular principle with concisely defined characteristic elements: Landscape, Vertical Green and Shaped Sky. These three design elements dominate the space of the Motor Studio without interfering with the panoramic view into the vast spatial unit, which is defined by simple and clear structure of openness and transparency, where automobiles are presented from different perspectives – similar to an urban or natural landscape, where visitors can wander freely.

The uniqueness of the building – and at the same time the main challenge of its design – lies in its ambition to unite a multitude of functions – Sales, Brand Center, Automotive Theme Park, Offices and Services – in one structure. These functions are positioned in horizontal areas, one above the other, and are connected through the vertical design elements. The aim was to create a complete and integral experience of the brand Hyundai for the customers and to let them fully enjoy the high quality of service offered by the company. Symbolically, the experience represents a journey everyone has imagined but never took, into a space, which stimulates one’s imagination – a journey of a car, a journey to a car.

The uniqueness of the building – and at the same time the main challenge of its design – lies in its ambition to unite a multitude of functions – Sales, Brand Center, Automotive Theme Park, Offices and Services – in one structure. These functions are positioned in horizontal areas, one above the other, and are connected through the vertical design elements. The aim was to create a complete and integral experience of the brand Hyundai for the customers and to let them fully enjoy the high quality of service offered by the company. Symbolically, the experience represents a journey everyone has imagined but never took, into a space, which stimulates one’s imagination – a journey of a car, a journey to a car.