Here are a variety of brand spaces operated by Hyundai, Kia Motors.

Recently, social media is paying a lot of attention to experience spaces that embody brand identity. Brand marketing is expanding horizons with many ideas such as Hyundai Card’s people photograph studio, Bingrae complex wash zone, etc. Hyundai, Kia Motors also operates an experience space that provides various services including test drive. On July 30th, they opened the Genesis Suji exhibition hall in Suji, Yongin, Gyeonggi-do, which is Korea’s largest exhibition hall to date. What would Hyundai, Kia Motors brand experience space look like? Let’s find out what programs they also run.

Embodying Values that Gets Better with Time, Genesis Suji Exhibition Hall

The Genesis Suji exhibition hall is the first experience space that embodies the brand philosophy of Genesis.

Genesis Suji exhibition hall, which opened in Suji, Yongin, Gyeonggi-do, is the second exclusive Genesis exhibition hall following that in Gangnam 2 years ago. Weatherproof steel sheet on the exterior and exposed concrete inside express the values of Genesis which gets better with time. The exhibition hall is consisted of 3 floors; you can move through space and observe vehicles. Each floor displays vehicles with different specifications so that you can experience vehicles of various compositions in one space. It’s especially noteworthy that you can see the flagship model G90 and the new vehicles.

The Genesis Suji exhibition hall introduces the ‘transfer service’ program to transfer a perfect vehicle to the customers.

The Genesis Suji exhibition hall newly introduces the ‘transfer service’ program. This service includes consultation for the purchase of a vehicle to test drive as well as transfer. The designated curator carries out vehicle unveiling and explains membership service and subscription as well as major vehicle functions. For those looking to purchase G90, a robot will carry out the final inspection on the vehicle and completes the transfer. You can confirm the Genesis brand philosophy of transferring a perfect vehicle to the customers. There are also a self-lounge bar for the customers and a counseling room decorated with luxurious leather-bound sofas and a door handle so that every small detail stands out in a classy manner throughout the whole experience.

The Genesis Suji exhibition hall has been carrying out ‘non-contact test drive’ since September 7th to prevent spreading and contamination of COVID-19 and limits a number of spectators to 30 people per floor. For a safer exhibition experience, all space is disinfected while test drive vehicles are sterilized just after the test drives and exhibition vehicles are sterilized hourly.

Hyundai Motor Studio, Where You Can See, Hear, and Feel Automobiles

The Hyundai Motor Studio is Hyundai Motors’ very own brand experience space.

After experiencing everything about Genesis at the Genesis Suji exhibition hall, you can then encounter everything about Hyundai Motors at the Hyundai Motor Studio. Hyundai Motor Studio is a brand experience space which provides new automobile experience through Hyundai Motors’ creative, innovative contents while also carrying out cultural communication with the customers. Since the opening of ‘Hyundai Motor Studio Seoul’ in 2014, it’s been increasing communication with the customers through domestic, global space as well as digital space. It doesn’t simply display ‘automobiles,’ but the space allows for intuitive experiences on Hyundai Motors and automobiles which include artworks that reflect brand direction, Hyundai Motors’ own contents, automobile specific library, and F&B.

The Hyundai Motor Studio Hanam recently renovated under the theme of hydrogen energy.

As the importance of non-contact is greater than ever with COVID-19, Hyundai Motor Studios in Seoul, Goyang, and Hanam operate the non-contact test drive service. For those who wish to enjoy test drive on their own, an automobile culture expert, Guru, will not be present, but the customers will be able to enjoy the leisurely drive on various roads with their specific sentiment behind the wheel.

As everything has come to a stop at the moment, there is also an exhibition that will make you think about the present and the future. The Hyundai Motor Studio Seoul introduces a collaborative art exhibition, ‘HYUNDAI x ELEKTRA: METAMORPHOSIS,’ which dives into fundamental meaning and reason innate to consistent changes to expand understanding on the relationships among humans, nature, and machines. And at the Hyundai Motor Studio Hanam, newly decorated with the theme of future energy, hydrogen, you will be able to encounter Hyundai Motors’ eco-friendly vehicles. There is a fantastic art wall created with the themes: sun, water, energy, and air, which are the cores of hydrogen fuel cell technology.

The Hyundai Motor Studio Goyang redecorated their permanent exhibition space with the theme of future mobility.

Hyundai Motor Studio Goyang’s permanent exhibition space introduces an experience type exhibition, ‘The Future of Mobility,’ under the theme of future mobility. You can find out the principle of hydrogen fuel cell technology through things like Nexo component models, etc., in the exhibition space. You can also take a ride on the future mobility where you can experience various things like ordering food, health check-up, shopping, etc. There’s also a space with 72 glamorous smart moving pendulums which react to people’s movement. Just imagine the future connectivity technology which takes people into consideration.

Currently, all Hyundai Motor Studios are carrying out disinfections for exhibition vehicles and inside facilities to prevent COVID-19 spreading and make it mandatory for Gurus to wear masks. Also, those who have temperatures higher than 37.5 or do not wear masks upon entrance temperature check and hand disinfection may be limited to enter the facilities.

Space for All Imagination and Inspiration, BEAT360

BEAT360 refers to presenting a palpitating experience that resembles musical beats to the customers.

BEAT360 is Kia’s brand experience center established around the end of June in 2017 by Kia Motors with the philosophy of ‘space for all imagination and inspiration.’ It moves beyond a simple brand experience space; it contains the meaning of presenting a special moving experience to the customers’ lives just like musical beats based on experiencing brand through all five senses including seeing, touching, feeling, and listening.

The BEAT360 is preparing a reorganization to present the customers with even a greater resonance.

The BEAT360 is consisted of 3 different spaces: cafe, garden, and salon. The cafe allows you to take a rest with a drink while the garden offers a beautiful terrace with birch trees, and there is the themed salon where you can experience the Kia Motors’ mobility vision. A round track connects all the spaces into one, which you can follow to enjoy Kia Motors line up as well as various brand contents. It is not only a space to experience new Kia Motors vehicles first, but also a place where you can get detailed explanation on the cars from expert docents who are equipped with comprehensive knowledge and humor.

The BEAT360 also disinfects the whole center every day before opening hours to prevent COVID-19 and mandatorily operates thermal imaging camera, sterilization mat, and electronic pass. You must disinfect your hands and wear a mask upon entering. Exhibition vehicles are disinfected every 20 minutes along with the interior space - all the places that a customer may touch, such as doors and handles, and if you use valet parking service, the inside of the vehicle will be disinfected before sending it out.

The BEAT360 says they are preparing a reorganization in reflection of the changed customer trends and media environment. We look forward to their new touching resonance.

So far, we’ve looked into various Hyundai, Kia Motors brand spaces. Brand space is not just a space that introduces products. If you will compare a product to be a well edited completion work, you can say that the brand space is like the behind-the-scenes which encompass stories shared while making the product. If you are curious about the behind-the-scenes stories about the Hyundai, Kia Motors product you own, go and find out at the Hyundai, Kia Motors brand experience center.