On June 9, the famous shopping mall ‘Senayan Park’ in Jakarta, the capital of Indonesia, was busy with many MZ generations. It was thanks to those who visited ‘Hyundai Motorstudio Senayan Park,’ which was built by Hyundai Motor Company, the seventh in the world and the first in Indonesia. To commemorate the opening, Hyundai Motor Company conducted the ‘I’m On It’ challenge to take photos with videos and posters featuring BTS. The MZ generation in Indonesia actively responded to this.
Why would Hyundai Motor Company release a video featuring BTS in Jakarta? And why is Hyundai Motor Company running Hyundai Motorstudio? The answer to this lies in the keywords’ experience and culture’. Visitors to Hyundai Motorstudio Senayan Park said, “We visited to see the BTS video, but all the screened videos were so wonderful that we watched for a long time” “We were fascinated by the LEDs all around. A neat video and clean mobility content go well together.” They visited Hyundai Motorstudio to watch BTS videos, but they also experienced culture while experiencing space and content.
As such, Hyundai Motorstudio is delivering culture as a brand experience center for Hyundai Motor Company. The Brand Experience Center is not just for product display or sales; This is a place that offers entertainment that embodies the identity of the brand while proposing a new lifestyle. Therefore, the brand experience hall becomes the soil for the industry to become a culture.
Hyundai Motorstudio’s vision is ‘From a means for human mobility to a space of mind.’ The goal is to provide a new experience for cars that have transformed from simple means of transportation to life companions. This requires an interesting and special experience. That is why the automaker offers various lifestyles and has content that allows you to experience them.
Hyundai Motorstudio conducts exhibitions on various themes such as automobiles and mobility, as well as art, culture, and environment. It has a wide range of programs, from test drives and talk shows for car enthusiasts to workshops, gardening and cooking classes that even children can participate in. As such, Hyundai Motorstudio provides various cultural contents to satisfy the desires of those who want to enjoy automobile culture.
Another characteristic of Hyundai Motorstudio is that each region has its own concept. For example, Hyundai Motorstudio Seoul, Hyundai Motor’s first brand experience hall, specializes in automobiles and art exhibitions with the concept of ‘a new cultural story beyond mobility’. It also has an indoor cafe, making this the perfect car-themed date spot in downtown Seoul.
The concept of Hyundai Motorstudio Hanam is ‘Eco-friendly Mobility for a Sustainable Future.’ It is equipped with abundant media content so that visitors can directly or indirectly experience lifestyles related to future mobility. There is also a hydrogen electric vehicle Nexo exhibition hall and electric vehicle - such as the IONIQ 5 - test drive program, so it is suitable for those who are interested in electric vehicles or hydrogen-electric vehicles.
Hyundai Motorstudio Goyang has the concept of ‘a new journey to experience mobility’. As a mobility experience theme park, it exhibits a variety of vehicles and has various programs for children. In addition, a test drive program by theme - Beginner Drive for novice drivers and Heritage Drive where you can test drive classic cars - is good for family outings.
Meanwhile, Hyundai Motorstudio Busan is a space themed around design, not automobiles. The automaker organized the space according to the concept of “the power of design to enrich our daily lives.” Therefore, unlike other motorstudios, mass-produced vehicles are not exhibited. Instead, there are design exhibitions that will catch your eye. It is a special place for those who are interested in design.
Hyundai Motorstudio Busan recently held a new exhibition. ‘Habitat One’ is an exhibition that presents a vision for a new living environment where people can enjoy a sustainable life. In this exhibition, ‘BARE,’ a domestic architecture studio that pursues the interaction between architecture and the environment, and ‘ecoLogicStudio,’ a London-based biotechnology-specialized architecture and design innovation group, participated in this exhibition. Visitors to Hyundai Motorstudio Busan can experience the new possibilities of daily life and sustainable life in the future city.
Then, what about Hyundai Motorstudios abroad? Again, the concept that reflects the characteristics of each region is impressive. For example, Hyundai Motorstudio Beijing is located in the art district ‘798’, and most artworks follow the concept of ‘a space for creative ideas and art’. Young artists and people in the art industry come here to see the fusion of technology and art.
Hyundai Motorstudio Moscow is located on Noviy Arbat street in the heart of Moscow. The concept is ‘future mobility where culture and technology become one,’ and this place exhibits global art and future mobility contents that reflect Hyundai Motor’s direction. Thanks to the many car-themed experience programs, it is one of the most visited places by office workers who want to enjoy automobile culture.
The concept of Hyundai Motorstudio Senayan Park, built in Senayan Park Shopping Mall in the heart of Jakarta, is ‘Clean Mobility Experience for a Sustainable Vision.’ In line with this concept, Hyundai Motorstudio Senayan Park completed the interior with eco-friendly materials and reduced unnecessary carbon emissions through digital exhibitions. In addition, they focus on experiences of sustainable living - such as making lifestyle products using waste materials or running a test drive program for eco-friendly vehicles such as electric vehicles.
Hyundai Motorstudio Senayan Park is expected to have a positive impact on automobile culture in Indonesia. According to 2021 data from air quality analysis company AirVisual, Jakarta’s air pollution is the 12th most severe among capitals in the world. That is why the Indonesian government is paying a lot of attention to the transition to electric vehicles and hydrogen-electric vehicles.
Hyundai Motor Company has set up a factory in Indonesia to produce the IONIQ 5, an exclusive electric vehicle, and is also installing charging infrastructure on major bases such as highways, dealers, and shopping malls. In addition, the automaker is actively building infrastructure to revitalize the electric vehicle market. Hyundai Motorstudio Senayan Park is a sincere move that creates a culture for sustainability, as well as electric vehicle production and charging infrastructure construction.
For those who have difficulty visiting the Motorstudio, Hyundai Motorstudio has been set up in the metaverse world that transcends the limitations of space and time. In ‘Downtown’ of the metaverse platform ‘ZEPETO,’ there are various contents such as Hyundai Motorstudio as well as city air traffic, purpose-built mobility, and future mobility transfer base.
Since last year, Hyundai Motors has built Hyundai Motorstudio in a virtual space with ZEPETO. They also added content related to future mobility this year to enhance the customer experience. Thanks to this, visitors can test drive the urban air mobility ‘S-A1’ through the metaverse and also board the purpose-built mobility ‘S-Link’ with three concepts: a party room, a health care clinic, and a food truck. Of course, visitors can also explore the interior space of ‘S-Hub,’ a transfer hub where these two future mobility meet. The future mobility life that can be experienced in the metaverse world is also in line with ‘Metamobility,’ which Hyundai Motors unveiled at CES 2022. Metamobility is a vision that expands the mobility of mankind through combination with virtual space.
Cars are now more than just a means of transportation; they are life companions. It is natural for you to want to know more about cars and to have a special experience with them. Hyundai Motorstudio is a space made just for you. During the upcoming holiday season, how about visiting Hyundai Motorstudio and immersing yourself in the things you love? After the experience, your love for cars will grow a little more.
HMG Journal Operation Teamgroup@hyundai.com
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