Located right at the corner of the street of Eonju-ro, in the suburb of Gangnam-gu, lies a modernised yet industrial-like architecture. Home to the Korean carmaker's influence where culture and lifestyle integrate, the architecture in question is the Hyundai Motorstudio, occupied by car 'gurus', cars, a cafe and an automotive library consisting of 3,600 books.
Our automotive specialist, E.J. Lee, also better known as the 'guru' in the motorstudio, brought us around the six-storey building, where the sixth level is an office and the rest of the different levels showcased the different unique specialty of Hyundai Motors.
Level 2: Cafe and Auto Library
Being a bookworm is one thing. But being an automotive bookworm and a coffee drinker is another thing altogether. Getting to the second level of the Hyundai Motorstudio is simply heaven on earth.
With a library of over 3,000 automotive-related books and magazines, it's hard for you not to be influenced by the global car culture in your daily life. From history and design to technical data and repair manuals, you'd be hardpressed not to make a foolish attempt of bringing a book or two home. According to E.J., Hyundai doesn't believe in having Hyundai Motors-only books at the library because the carmaker believes in the incorporation of all kinds of different automobiles in our daily lives.
On the same floor, you'd be able to get yourself a nice hot cuppa and a comfortable seating at the cafe.
Level 3: Premium Lounge
Ironically, the gallery on the third level is more sporty than premium. On this level, the Hyundai i20 WRC car is on display, alongside Hyundai's high-performance sub-brand 'N' merchandises. Unfortunately these goodies aren't for sale and can only be purchased at the online store.
More relevantly, it is also on this level where you'd get the chance to experience the strengths and technology of Hyundai Motors. From the Genesis key fob holder to its steering wheel, you'll aslo be getting up close and personal to feel and touch the quality of some of its cars in person. Perhaps that's one of the reasons why the level is, thus, dubbed the 'Premium Lounge'.
Level 4: Kids Lounge
Unfortunately, the hero of this level isn't the highly anticipated Ioniq Hybrid car that's being proudly showcased.
Instead, the main highlight here is the kids lounge, where children can have a ball of a time making paper toys and meddle with the driving slot cars.
Good news is parents can choose to head down to the second level and indulge in their coffee while flipping through a magazine or two without having the need to break a sweat. They can simply watch their kids have fun on this level using Hyundai Motorstudio's smartphone application.
Level 5: TUIX Lounge
In case you were wondering what TUIX is, it's the brand name for Hyundai Motor's customising cars. Over at this area, a relatively comprehensive customised parts for the Veloster, Sonata, Avante, Santa Fe and even the Tucson models are exhibited. It does make you realise just how much attention to detail and after thought the Korean firm has put into their cars. Unfortunately, TUIX isn't officially available in Singapore for Hyundai car owners.
Similar to the third and fourth level, the fifth level also showcased a couple of cars, some of which are parallel to the ground and some aren't. According to our 'guru' E.J., the aim of having cars hanging by a glass wall is to break the stereotype that cars have to always be parallel to the ground.
In the galleries of the Hyundai Motorstudio, cars are lifted off the ground and turned 180 degress with the advanced technology of a Car Rotator. There are up to nine different cars that are lifted in mid-air from different angles.
