Hyundais ‘Car Rotators’ allow 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.

Hyundai's ‘Car Rotators’ allow 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.

Hyundai Motor has opened a new flagship brand showroom ("Hyundai Motorstudio") in Gangnam, one of Seoul's busiest districts.

Hyundai describes the flagship brand showroom, Hyundai Motor's first, as featuring 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".

"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."

Conceived by Eulho Suh of Suh Architects, Suh used 36,000 metres of steel pipes and anodized steel panels supplied by affiliates within the Hyundai Motor Group to create the interior and exterior architecture. The store's material expression represents Hyundai Motor's "vast capacity for industrial production and innovation", the company says.

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.

The building itself will also be utilised as an art gallery and a venue for communication with customers.

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.

Hyundai says that specially-trained staff and curators will be on hand to help visitors.

Additionally, Hyundai Motor says it 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.