suh architects hyundai genesis studio in hanam, south korea

the hyundai genesis studio in the city of hanam, south korea, is the first store to open worldwide and reintroduce the high-end car as independent from the hyundai name. for this project, seoul-based suh architects has been asked to create a venue that would introduce this model not only as a high-performing vehicle of a savvy generation but as an innovative direction for this automobile brand.

two-way tinted mirrors in three different directions are integrated for the panoramic experience
(above) image © kyungsub shin
(main) image © taegsu jeon

the genesis showroom by suh architects is a prototype store for hyundai motors that straddles both raw and refined aesthetics, appealing to the young design enthusiast as well as the mature connoisseur. indeed, a strategic decision has been set to open the car dealership in a celebrated luxury destination mall that features the most current and design-focused retail brands and restaurants. hence, the studio has started off by completely opening up the retail venue — eliminating any entry or shutters. using two-way tinted mirrors in three different directions, the visitor is gripped by a 360 degrees view of the hyundai genesis framed in neon lighting.

suh architects hyundai genesis studio – main showroom & infinite mirror
image © jongkeun lee

the interior surfaces are of exposed concrete, juxtaposing a rugged raw envelope for the most refined technological feats. to the left of the entrance, a lineup of original car doors in a myriad of colors hang from the corridor on hinges like wings. these are designed in such a way to allow customers to move and test them freely. on the right, a lounge welcomes customers to take in the scenery, while a quiet meeting zone in the back serves as a living room to chat with customers; every leather couch and wrapped handle speaks to the craftsmanship seen in the genesis. finally, with with an average of 2000 visitors on weekdays, and 6000 on weekends, reception at the main showroom has been more enthusiastic than anticipated.

the visitor is gripped by a 360 degrees view of the hyundai genesis framed in neon lighting
image © taegsu jeon

façade of the showroom
image © taegsu jeon

entrance view
image © kyungsub shin

a lineup of original car doors in a myriad of colors hang from the corridor like wings
image © taegsu jeon

a quiet meeting room in the back lets car dealers meet with customers
image © kyungsub shin

the genesis showroom reflects raw and refined aesthetics that speak to both young enthusiasts and conoisseurs
image © taegsu jeon

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

edited by: lea zeitoun | designboom

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