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Sumit Singhal
Sumit Singhal
Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination.

Hyundai Motorstudio Goyang in Seoul, South Korea by DMAA

 
May 11th, 2017 by Sumit Singhal

Article source: DMAA 

Hyundai’s “Modern Premium” strategy – the concern’s definition of quality encompassing technology, functionality, design, comfort and sustainability – formed the basis for an invited architectural competition to find a correspondingly comprehensive design concept, which could be simultaneously applied to all of Hyundai’s spatially very diverse locations.

Image Courtesy © Katsuhisa Kida

  • Architects: DMAA
  • Project: Hyundai Motorstudio Goyang
  • Location: Seoul, South Korea
  • Photography: Katsuhisa Kida and Raphael Olivier
  • Software used: Bentley Microstation, Rhino, Grasshopper, McNeel Rhino, Karamba3d.com for Grasshopper, Octopus for Grasshopper, Dlubal RStab & RFEM, Adobe Illustrator & InDesign, Nemetschek Allplan
  • Project team:Michael Lohmann, Diogo Teixeira, Christian Schrepfer, Gerhard Gölles, Win Man, Christian Groß, Florian Schafschetzy, Bogdan Hambasan, Toni Nachev
  • Managing Partner: Martin Josst
  • Project manager: Sebastian Brunke
  • Construction management: Hyundai Architects & Engineers Associates
  • Project controlling: Hyundai Architects & Engineers Associates
  • General contractor: Hyundai Engineering & Construction

Image Courtesy © Katsuhisa Kida

  • Executive planning: DMP / Hyundai Architects & Engineers Associates
  • Structural Engineering: Bollinger + Grohmann, Ingenieure / Dongyang
  • Gross surface area: 63.860 m²
  • Site area: 16.719 m²
  • Built-up area: 9.266 m²
  • Height: 49,4 m
  • Start of planning: 2012
  • Start of construction: 05/2013
  • Completion: 02/2017

Image Courtesy © Katsuhisa Kida

Image Courtesy © Katsuhisa Kida

DMAA’s competition entry addressed all key aspects of “Modern Premium” and formulated these as titles, hypotheses and arguments. The central themes and content of the winning concept were subsequently incorporated into the extensive “Global Dealership Space Identity” (GDSI) Manual, which presents both the basic design idea for Hyundai’s dealerships and the flexibility with which it can be implemented in detail. Hyundai showrooms worldwide have been adapted or newly built according to these guidelines since 2014.

Image Courtesy © Raphael Olivier

Image Courtesy © Katsuhisa Kida

The new Hyundai Motorstudio Goyang in Seoul has also been realised in line with the GDSI system. The concept of the building applies the Manual’s modular principle with concisely defined characteristic elements: Landscape, Vertical Green and Shaped Sky. These three design elements dominate the space of the Motor Studio without interfering with the panoramic view into the vast spatial unit, which is defined by simple and clear structure of openness and transparency, where automobiles are presented from different perspectives – similar to an urban or natural landscape, where visitors can wander freely.

Image Courtesy © Katsuhisa Kida

Image Courtesy © Katsuhisa Kida

The uniqueness of the building – and at the same time the main challenge of its design – lies in its ambition to unite a multitude of functions – Sales, Brand Center, Automotive Theme Park, Offices and Services – in one structure. These functions are positioned in horizontal areas, one above the other, and are connected through the vertical design elements. The aim was to create a complete and integral experience of the brand Hyundai for the customers and to let them fully enjoy the high quality of service offered by the company. Symbolically, the experience represents a journey everyone has imagined but never took, into a space, which stimulates one’s imagination – a journey of a car, a journey to a car.

Image Courtesy © Katsuhisa Kida

Image Courtesy © Katsuhisa Kida

Image Courtesy © Katsuhisa Kida

Image Courtesy © Raphael Olivier

Image Courtesy © DMAA

Image Courtesy © DMAA

Image Courtesy © DMAA

Image Courtesy © DMAA

Image Courtesy © DMAA

Image Courtesy © DMAA

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