The South Korean industrial giant has opened a five-storey flagship showroom in Seoul’s prestigious Gangnam district. Called Hyundai Motorstudio, it is designed to share the automaker’s “modern premium” brand values with visitors. Hyundai’s idea is to sell good Korean “carma” rather than good Korean cars per se, such as the nine Genesis “saloons” (actually full-size mockups) mounted on special rotators to be the main display and also to form part of the building’s glassy facade. Their mounting angle will be rotated every month to show a different side of the Genesis, including its undercarriage. Hyundai Motorstudio also has an art gallery, a motoring library, lounges and, of course, a cafe (whose muzak playlist might include Psy).
