austrian firm delugan meissl has completed the ‘hyundai motorstudio goyang’, a building that forms the largest center for automotive culture in south korea. the scheme brings together a range of functions — including sales, branding, and customer entertainment — alongside a series of exhibition spaces, all defined by three characteristic elements: landscape, vertical green, and shaped sky.


all images by katsuhisa kida, unless otherwise stated

 

 

delugan meissl’s competition winning-design responds to hyundai’s ‘modern premium’ strategy, which encompasses the fields of technology, functionality, design, comfort, and sustainability. these central themes have been incorporated into the firm’s ‘global dealership space identity’ (GDSI) manual — a guide that outlines basic design ideas for hyundai dealerships and showrooms.


the structure features a wall of glazing at ground level

 

 

internally, the elements of landscape, vertical green, and shaped sky permeate the motor studio without interfering with views of the automobiles. the cars are presented from a range of different perspectives, within a layout conceived as an urban or natural landscape where visitors can wander freely. the primary challenge for the architects was to unite a multitude of functions within one structure. sales areas, a brand center, an automotive theme park, and various offices are stacked horizontally, connected through vertical design elements.


the upper portion of the building boasts angular faceted façades

 

 

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,’ explains delugan meissl. ‘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.’


elements of vertical greenery are found throughout the scheme


the positioning of the cars allows visitors to move freely through the space


a multitude of different functions have been united within one structure


image by raphael olivier


the building also includes a brand center and an automotive theme park


the project is the largest center for automotive culture in south korea


the motor studio is located in goyang, a city that forms part of the seoul capital area

 

 

project info:

 

location: seoul (goyang), south korea
category: cultural
competition: 2011 [1st prize]
start of planning: 2012
start of construction: may, 2013
completion: february, 2017
floor area: 63,860 sqm
gross surface area: 63,860 sqm
site area: 16,719 sqm
built-up area: 9,266 sqm
height: 49.4 meters
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
façade: bollinger + grohmann, ingenieure / the summit façade
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
photography: katsuhisa kida, raphael olivier

Save

Save

Save

Save

Save

Save

Save

    have something to add? share your thoughts in our comments section below.

    comments policy
    LOG IN
    designboom's comment policy guidelines
    generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
    the correction is at the discretion of the post editor and may not happen immediately.

    what if you disagree with what we or another commenter has to say?
    let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

    - please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
    - please don't personally insult the writers or your fellow commenters.
    - please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
    - please don't include your website or e-mail address in your comments for the purpose of self-promotion.
    - please respect jury verdicts and do not discuss offensively on the competition results
    (there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
    in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
    the best 100-200 entries too.)

    a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.

    PRODUCT LIBRARY

    a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

    architecture news