Hyundai Motor has officially opened its Motorstudio Moscow, the first new overseas ‘brand space’ and its first non-sales showroom in Russia.
Executive vice president WonHong Cho said: “Motorstudio Moscow is an important initiative for the company as it helps our customers understand what Hyundai Motor stands for, what inspires us and how our cars play an important role in our day to day lives. We will create a unique experience that will realise the company’s modern premium brand direction.”
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The facility has five zones: event space, car gallery, brand collection, library and café.
The key design element of the interior space is the gallery, which features a heart-shaped staircase from the first to the second floor, which can also serve as an amphitheater. Two screens on each staircase allow visitors to watch a number of brand films. As a centrepiece to the staircase, an example of Hyundai’s best-selling model in Russia, the Solaris, finished in bright red, will hang from the adjacent wall.
The car gallery will also present contemporary art exhibits and includes an interactive car journey.
Consultants, called ‘gurus’, provide information about the automaker’s history, design development, and demonstrate the facility.
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By GlobalData
