To instill a sense of pride and
satisfaction among customers by delivering premium experiences and value as a
volume brand'. Such is Hyundai Motor‘s
brand philosophy. 'Modern Premium’. Hyundai Motorstudio has been created to
serve many purposes. It Is a place where visitors can discover the latest
automotive trends and see how cars can actually affect people's "vas. it
is where new ideas on culture. Lifestyle and society are exchanged and emotions
are shared.
A
Brand 2.0 Approach:
Story Told through Space Hyundai
Motorstudio Seoul, which opened in May 2014, is the first automobile center
created to provide a brand experience. The open of the studio also marked the
launch of Hyundai Motor’s major efforts to promote 'Modern Premium'.
As the first 'Modern Premium' brand
experience center built with exquisite attention to detail, everything from the
structure, the interior and the contents is consistent with the new visual
guideline. When you step into the studio, the first thing that stands out is
the way Hyundai Motor’s story is told.
Visitors are told that the company makes
automobiles using recycled scrap metal thus keeping resources in a loop. The
zinc-plating steel pipe of the exterior facade as well as the steel bars
located on the inside of the building both reflect the company's emphasis on
recycling. Also prominent within the building, the use of automotive steel
plates creates a modern gallery-Ike atmosphere with a subtle Yet unmistakable
focus on Hyundai Motor's precision assembly technology.
Presenting
a unique lifestyle:
Hyundai Motorstudio Seoul was designed to
promote the exchange of ideas and emotions between Hyundai Motors and its
customers. The display of sculptures and films on the first floor Created by
United Visual Artists, a world-renowned art group from the UK, is a fine
example of such Collaboration. A media wall displaying shots from a moving car
titled 'Principles of Motion’ and composed of 11455-inch LED screens is also
available for all to see.
The second floor has a library with much to
discover on Hyundai Motor’s history, and More. In fact, the library has a wide
variety of choice, with books and magazines on automobile technology, design,
fashion, art, music, sports and lifestyle. Some books, like the History of the namyang
R&D Center are exclusive to this library. In total, the library is composed
of over 2,500 books inducing repair manuals for all Hyundai Motor models
launched since the Pony.
Located On the third floor, the automobile
gallery is the most popular space within the studio, with unique features like
the ‘Car Rotator’ composed of a total of 9 Genesis sedans that also rotate on
the fourth and fifth floors, for all passers-by to see.
This feature gives visitors an opportunity
to have a 360-degree view of the car, revealing all aspects of the vehicle and
demonstrating Hyundai Motor's technological prowess in car making. The fifth
floor hosts the Tuix lounge—Hyundai Motor's customising and accessory brand—where
visitors can touch and feel parts that were modified to allowing every customer
to tailor their Hyundai the way they want to. not far from the lounge, Concept
cars are also on display The 'Equus by HERMES, Hyundai Motor's flagship sedan
with handcrafted leather work and design elements Created by the French luxury
brand, can be found on the fifth floor along with the 120 WEC rally car.
Beyond
personal experience:
Creating a space for everyone Hyundai
Motorstudio Seoul is the only automotive brand experience center. The studio is
also unique in the sense that it is free of all the unnecessary features and
typical aloofness that can often be found in other automobile museums.
The overarching purpose of Hyundai
Motorstudio Seoul is to provide a place where visitors can come for a cultural
experience and spend some time away from the daily routine. Hyundai Motorstudio
Seoul has created a special team of curators, the ‘gurus'. In order to make the
overall experience more enriching. The gurus consist of a group of people from
various backgrounds, each with their own expertise: a flight attendant, a car
racer, a mechanic and a TV reporter.
Currently, 20 gurus are working in the
studio. The curators are responsible for giving visitors detailed explanations
on each artwork and how it relates to the automotive world.
The gurus and curators are essential in
creating a great experience at the studio, and they operate by the ‘PRIDE'
service guideline. PRIDE is an acronym for ‘Professional, Reassuring,
Inspiring, Dynamic and Empathetic'. Following the service guideline and
management philosophy, every facility in the studio constantly evolves to make
it a space open to everyone. Hyundai Motor launched its second brand space in
Moscow in January 2015. Hyundai 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.
From
vision to execution:
Hyundai Motorstudio Collection Brands come
to life when they become part of people's lives. A brand can also sustain its
value and sustain its vitality when it becomes part of the everyday life of its
customers. This is why companies invest great resources on merchandising
initiatives that embody their brands in products. Merchandising is a wel- established
practice usually found in sports teams and automobile brands such as Porsche
and Ferrari. Companies are engaged in the process of introducing new products
every season to respond to changing customer demands. Hyundai Motor has
launched its own Line of merchandise under the slogan ‘Reduce+ One', with items
that embody ‘Modern Premium' values.
Enhancing
brand value to the maximum:
One of latest trends in marketing is to
collaborate with a partner for the production of merchandise that will promote
the company's brand. Hyundai Motor has started to develop new items that are
used on a daily basis and which embody Hyundai Motor's value. ‘Reduce + One' is
the philosophy behind the Hyundai Motorstudio Collection. ‘Reduce' stands for a
simplification of the overall design. ‘One' stands for unique added elements.
The combination reflects Hyundai Motor's firm belief in the importance of
conventional value and style.
The philosophy behind 'Reduce + One' can
apply to all aspects of the product development process. For example, one pen
can differ significantly from another depending on which design theme and
materials are applied, and for what purpose it is made. Following the ‘Reduce + One' philosophy, it is
possible to select the right materials and the right design for a product to
serve a particular function and embody the brand identity. The products then
provide a positive brand experience to whoever uses them. In May 2014, the first
batch of the brand collection was introduced under the theme of ‘Travel'. The
second Collection is expected to launch in January 2015. Hyundai Motor plans to
release a larger collection of merchandise in the future to communicate ‘Modern
Premium' values to wider audience.
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