Hyundai is going “Gangnam Style” with a glitzy new showcase smack in the middle of its hometown’s ritziest neighborhood.
The five-floor Hyundai Motorstudio is a gallery-plus-cafe-plus-library-plus-playground-plus-tuning garage aimed at making the South Korea automaker’s “brand experience a culture in itself,” the company says.
Its defining element is a facade of so-called car rotators that display nine Genesis models like rotisserie chickens behind street-facing picture windows. These cars are turned to show angles normally never seen, such as views of the undercarriages.
Hyundai calls the rotators a “world’s first.”
The flagship showroom opened May 9 in Seoul’s Gangnam district, the capital city’s Beverly Hills-like neighborhood that shot to international fame after its affluenza mores were satirized by the Korean pop star Psy in his hit song “Gangnam Style.” The area is packed with similar flagship showrooms from upscale import brands trolling for their slice of the local riches.
Hyundai’s Motorstudio is not a sales point; it’s strictly for building brand image through hands-on interaction.
“Our goal is to provide an environment where customers can naturally experience our modern premium brand values,” said Hyundai Motor Co. Chief Marketing Officer Cho Won-hong. “Every detail within Hyundai Motorstudio was designed to create synergy towards making our brand experience a culture in itself.”