unsangdong architects animate hyundai motors group pavilion

unsangdong architects animate hyundai motors group pavilion
photo by sergio pirrone

the ‘hyundai motors group industrial pavilion’ by unsangdong architects was envisioned for the 2012 yeosu expo. conceived as a monumental sculpture that stands as a conceptual image of a quantum jump, its animated architecture–both figuratively and literally–was developed with the theme of ‘motion imagination’ in mind.

this notion is expressed through various moving elements, physically integrated into, or applied to the structure. from the exterior, large screens–installed at the front and back elevations–with free-flowing images energize the volume with light and colour. from the interior these visual displays can be accessed from either end via long corridors that run along perimeter of the pavilion, standing as a symbol of hyundai’s commitment to making connections on a global level. an interactive wall feature called the ‘hyper-matrix’ at the heart of the space, sees the partitions of the structure performing like 3D pixels creating geometric patterns along the vertical surfaces.

the ‘hyundai motors group pavilion’ fully corresponds with the company’s philosophy and approach: ‘technology city’ and ‘green life’, realized to reflect the relationship between the natural environment and digital technology, while expressing the entrepreneurial spirit of the brand through its energetic form.

the pavilion stands as a monumental sculpture along the waterfront of yeosu
photo by sergio pirrone

photo by sergio pirrone

large displays on the front and back of the building energize the architecture with light and color
photo by sergio pirrone

view from the waterfront
photo by sergio pirrone

the ‘hyundai motors group industrial pavilion’ in its seaside context
photo by sergio pirrone

general view at dusk
photo by sergio pirrone

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