The Hyundai Genesis Studio in the city of hanam, south korea, is the first store to open worldwide and reintroduce the high-tech car as independent from the hyundai name. Suh Architects aimed to create a venue to introduce an innovative direction for the car brand, rather than just a showroom that would introduce high-performance savvy generation automobiles.
Suh Architects’ Hyundai Genesis Studio showroom features a prototype store for Hyundai engines that combine both raw and refined aesthetics. It is obvious that it is a strategic decision to open up the car franchise in a luxury shopping center that houses contemporary and design-focused retail brands and restaurants.
When it is evaluated as aesthetic, the inside surfaces of the store are chosen as bare concrete. The floor was chosen as a simple parquet to reveal the design. To the left of the entrance, a lineup of original car doors in a myriad of colors hang from the corridor on hinges like wings. The doors are designed to allow customers to move and test freely. Spot lights were preferred to emphasize the vehicle. Another point that outstand in the project is the barrisol lighting. Barrisol lightings are designed to reveal volume for general lighting purposes. However, the most crucial part of the design is mirrored by neon lights. The neon lights placed inside the mirrors change color while the reflected lights give rise to the feeling of eternity. At the same time, these mirrors, which aim to expand the vanue, also represent the innovative side of savvy generation automobiles.