Hyundai Motorstudio Seoul revamped as cultural hub for car lovers

Hyundai Motorstudio Seoul, which opened its doors to journalists Tuesday after its recent makeover, has transformed into a car-lover's paradise.

The first-floor shelves are lined with some 2,500 auto-related books and 500 auto-themed items ranging from vintage catalogs and emblems to collectible model cars, with some rare models available for purchase.

Named the Auto Library, the first and second floors were delicately curated in collaboration with Culture Convenience Club, a Japanese operator of nationwide video rental shops, and bookstore Tsutaya.

The Auto Library is divided into three sections: heritage, lifestyle and innovation. Its wide array of content also includes a limited package of the Camel Trophy, an off-road competition held annually from 1980 and 2000 known as the Olympics of 4x4 vehicles, books on outdoor activities such as camping and travel, and Hyundai Motor’s future mobility vision with miniatures of quadruped robot Spot and humanoid Atlas.

The library's open plan design, featuring a mezzanine second floor, highlights the large screen above the facility’s first-floor windows. The screen features media art that depicts how Hyundai strives to achieve sustainability with its eco-friendly commitment.

The second floor includes a cafe and a large table with more shelves full of auto-related books. According to Hyundai Motor, the automaker plans to open the space for car lovers’ gatherings.

Hyundai Motor’s high-performance brand, Hyundai N, decorated the third floor. Displays show how the automaker developed the top-notch performance vehicles, including super-fast electric vehicles such as the Ioniq 5 N.

In front of a wall filled with N vehicle parts, sat the glamorous Ioniq 5 N DK edition, a favorite of those interested in motorsport. There are only 50 units of the Ioniq 5 N DK edition available for purchase worldwide. It was jointly developed with Tsuchiya Keiichi, a racing driver who is better known as the ‘Drift King’ for his unconventional use of drifting in conventional races.

The fourth floor showcases the Ioniq 5, the new Ioniq 6 and Ioniq 9 at the moment, but Hyundai Motor said these will be replaced with new cars once they are launched. One wall features 108 diecast car models to show the color combinations of the automaker’s Ioniq lineup, and give visitors a feel of what the actual car looks like.

The fifth floor’s eye-catching exhibit was an Ioniq 9 cut in half. This life-size display shows not only the inside of the three-row EV, but also how the vehicle parts, such as the battery pack, are placed.

Hyundai Motor said the fifth floor will act as an exclusive club lounge for customers with a Hyundai Motorstudio membership, which will be launched upon the renewal of Hyundai Motorstudio Seoul. The club membership is expected to include numerous auto-related activities at the revamped site, which officially opened to the public on Wednesday.

Hyundai Motor said it will offer various programs for diverse auto meetings, talk shows with auto experts, and driving programs with professional drivers at Hyundai Motorstudio Seoul in the future.

“As Korea’s leading automaker, Hyundai Motor has continuously strived to be more than just a manufacturer and contribute to becoming a leader in the automotive culture,” a Hyundai Motor official said.

“Hyundai Motorstudio Seoul will become a place where the automotive culture and various tastes are blended without limits and bring together those who love cars to complete a new culture.”