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HYUNDAI SEOUL MOTOR SHOW 2019

Following an invited competition Rötzel Studio teamed up with Seoul based contractor Art Point Inc. to design the Hyundai fair stand for the 2019 Seoul Motor Show. The concept of the booth is purely driven by the credo “form follows content. The Layout plan is literally a physically built diagram: The 3 main Brand items EV, new Sonata Square, N, are pointing towards one aim, the Hyundai brand itself. While each zone has its “own roof” they are all together paying into the whole Brand experience. The visitor can choose which zone to enter first while either Zones are visually linked by a generous cross perspective. This layout enhances the main message that all 3 Brand items are working alongside and hand in hand to create the unique Hyundai Experience. All 3 zones are displaying the content and there key message in their unique way: The sonata zone displays the legacy of the enduring Sonata Car und putting the newly lounged Sonata in the very center of the experience. While the EV Zone purely puts technology in focus, similar to an interactive science museum. The N zone is all about speed, fun and passion and underlines this with a most dramatic central perspective through the performance tunnel. All 3 zones have the enhanced central perspective in common, which leads the visitor either way into the so called Hyundai Court.

In this H-Court, the visitor will see all of the so far experienced brand values playing along to celebrate the brand. Additionally to the Brand content which is emotionally displayed on the large curved Screen, the visitor will be surrounded by the driving experience track. All different cars show themselves in action driving along the unique central steep turn. While getting excited to enjoy this experience themselves, the visitors can book their ride online or at the reception while VIP guest have priority boarding. All experiences combined create unforgettable and long lasting memories and last but not least will enhance the people´s brand loyalty. The general design language is inspired by the gentle forms and elegant lines of Hyundai´s “sensuous sportiness”. Translated into architecture the booth consist of long lines and dramatic central perspectives while the many sensuous curves are to be aimed at the visitor´s emotions. A design language which pays homage to the elegant automotive design of Hyundai Cars.

Scope of Work: Architectural Design and Communication Concept

Team: Marcus Dietmann, Georg Rötzel

Cooperation Partner: Art Point Inc., Seoul