Hyundai’s Veloster Turbo, Genesis Coupe To
Hyundai Motor Opens Flagship Brand Showroom in Seoul
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|Hyundai Motor reinforces its brand management initiative by opening a flagship brand showroom to communicate with customers |
|Hyundai Motor to open more brand showrooms in major global cities |
|Brand showrooms will propose coffee, conversation, culture |
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|May 9, 2014 – Hyundai Motor Company, the fastest-growing automaker by brand value, today opened “Hyundai Motorstudio” in Gangnam, one of |
|Seoul's busiest districts. The flagship brand showroom, Hyundai Motor’s first, features a series of newly-curated retail and cultural |
|experiences, as well as exhibits that engage visitors and communicate the company’s future brand direction and aspirations. |
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|“Our goal is to provide an environment where customers can naturally experience our Modern Premium brand values,” said Won-Hong Cho, Hyundai |
|Motor’s Chief Marketing Officer. “Every detail within Hyundai Motorstudio was designed to create synergy towards making our brand experience a |
|culture in itself.” |
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|Both the space and the program of the flagship brand showroom suggest a new kind of driving culture. Just as the customer’s experience of |
|Hyundai begins long before he sets foot in one of its cars, Hyundai Motorstudio is based on the concept that its automobiles are not simply an |
|assembly of parts, but an evolution of steel and engineering. Beginning with the production of the raw materials themselves, Hyundai crafts |
|each new model essentially from scratch. It then hones its products to perfection, as witnessed in the undercarriage of the new Genesis. |
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|Conceived by Eulho Suh of Suh Architects, Suh used 36,000 meters of steel pipes and anodized steel panels supplied by affiliates within the |
|Hyundai Motor Group to create the interior and exterior architecture. Thus, the store’s material expression represents Hyundai Motor’s vast |
|capacity for industrial production and innovation. |
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|The world’s first ‘Car Rotators’ were also designed internally and installed for the showroom, allowing nine, full-size Genesis models to |
|create the facade and central display of the building. The angle of each car will be adjusted every month, allowing customers to observe each |
|car from every angle first-hand, including their undercarriages. |
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|Furthermore, the building itself will be utilized as an art gallery and a venue for communication with customers. The first exhibition at the |
|store is ‘Principle of Motion’ by a London-based art group UVA(United Visual Artists). This video installation reinterprets the experience of |
|driving through Korea through dynamic, moving patterns and rhythms. Having hired its own curator, Hyundai Motorstudio will continue to showcase|
|a wide range of collaborated works with world-renowned artists. |
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|Consisting of five floors, the studio also includes an auto library, a kids’ lounge, a premium customer lounge, a car-tuning lounge, a gallery |
|and a cafe to relax and linger. Specially-trained staff and curators will be on hand to help visitors enjoy each of its spaces and listen to |
|customer feedback. With its attention to detail and unique design and program, Hyundai Motorstudio is expected to become one of Southern |
|Seoul’s landmarks. |
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|Additionally, Hyundai Motor will expand its flagship brand showroom in other global cities, starting with one in Moscow in the second half of |
|this year. With each new venue, Hyundai Motor will offer visitors a glimpse into more than its cars. |
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|About Hyundai Motor |
|Established in 1967, Hyundai Motor Company is committed to becoming a lifetime partner in automobiles and beyond. The company, which leads the |
|Hyundai Motor Group, an innovative business structure capable of circulating resources from molten iron to finished cars, offers top-quality |
|best-sellers such as Elantra, Sonata and Genesis. Hyundai Motor has seven manufacturing bases and seven design & technical centers outside of |
|South Korea and in 2013, sold 4.73 million vehicles globally. With almost 100,000 employees worldwide, Hyundai Motor continues to enhance its |
|product line-up with localized models and strives to strengthen its leadership in clean technology, starting with the world’s first |
|mass-produced hydrogen-powered vehicle, ix35 Fuel Cell. |
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|More information about Hyundai Motor and its products can be found at: |
| or |
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|Contact |
|Global PR Team |
|Globalpr@ |
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|+82 (0)2 3464 2152 ~ 2160 |
|Twitter: @hmcglobalpr |
|# # # |
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