Hyundai Motorstudio’s Kinetic Installation in Goyang Consists of 1,411 Aluminium Rods.

The Hyundai Motor Studio in Gyoang, South Korea opened in 2017, with an impressive kinetic sculpture forming the highlight of the thematic parcours, the stage of the exhibition exploring each step of the research and production process.

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The Hyundai Motor Studio in Gyoang, South Korea opened in 2017, with an impressive kinetic sculpture forming the highlight of the thematic parcours, the stage of the exhibition exploring each step of the research and production process. From the first sketches to the finished car.

The Hyundai Design Philosophy, “Creating Design From Movement” is expressed in a brilliant show. Hired by and collaborating with ATELIER BRÜCKNER, TAMSCHICK MEDIA+SPACE developed, designed and realised the choreography of the kinetic installation, the visual design and the accompanying film in the Design Room.

The central meaning of the Hyundai brand’s design is emphasized by a mesmerizing sculpture composed of 1411 aluminium rods, which move simultaneously with a film displayed across 56 monitors. In a performance spanning just under four minutes, the sculpture wakes to life, emulating natural, organic forms and then flows into the contemporary shape of a Hyundai car.

The multimedia choreography communicates a feeling for the modelling and design process to visitors. The energy filled synthesis of kinetic sculpture, video, music and light makes the Design Room a unique attraction, uniting high quality content and innovative technology in a sensational experience.

Client: Hyundai Motor Company

Area: (sqm) 4,000

Exhibition Design, Scenography, General Planning: ATELIER BRÜCKNER

Light Planning: LDE Belzner Holmes

Media Planning: medienprojekt p2

Film Production and Choreography ‘Design’: TAMSCHICK MEDIA+SPACE

Media Production: PYX Innovation Lab

Audio Design: Idee und Klang, Klangerfinder

Architecture: Delugan Meissl Associated Architects

Photography: Hyundai Motorstudio Goyang/Lim Juneyoung and Lee Junoh