A car is more than a means of transportation. With Hyundai Motorstudio, the Korean carmaker aims to create a brand experience that moves beyond conveyance. The newly opened Hyundai Motorstudio Goyang near Seoul is just that – a space that moves people. It sends you on an automotive journey with experiences to see, hear and touch. Following Hyundai Motorstudio Digital in Seoul, this is the second time Hyundai has chosen Barco’s IOSONO immersive sound to create a multisensory experience in its new flagship showrooms.

Discovering the world of cars

The main exhibition of Hyundai Motorstudio Goyang lets you explore different development steps of a car. Telling the stories behind the car, the interactive exhibits range from design to assembly and even include a 4D car race. 

Did you ever wonder why your car sounds like it does? Though unnoticed to many, car sounds are designed with detailed research to provide passengers a comfortable ride. The exhibition’s sound chamber features a Barco IOSONO system, letting you explore the development and importance of car sound design. Car sounds and music compositions play back from the 3D sound system, synched with a colorful light animation.

The sound system includes Barco’s IOSONO CORE audio processor and 60 JBL AC15 speakers that were integrated into the wall structure to be nearly invisible. To envelop visitors in the sounds, the speakers are placed in three layers from floor to ceiling.

Offering customers a unique experience

“Hyundai Motorstudio embodies Hyundai Motor’s long-term vision to become a lifetime partner in enriching our customers’ lives. We will communicate with even more customers through Hyundai Motorstudio Goyang and provide unique experiences that go beyond automobiles,” said Hyundai Motor Vice Chairman Eui-sun Chung. Hyundai Motorstudio Goyang expects up to 2,000 daily visitors.

The creation of the new brand experience center involved experts from around the world. While architecture design has been done by Delugan Meissl Associated Architects from Austria, German agency Atelier Brückner provided the exhibition design and scenography. The sound chamber’s acoustic concept was realized by Tech Data, while commissioning and on-site support were carried out by Barco’s Korean integration partner Sonospace. Klangerfinder and idee und klang from Germany worked together on the sound design for Hyundai Motorstudio Goyang.