"Hyundai Motorstudio Seoul" co-creates brand experiences and conveys the past, present, and future of automotive culture.

In 2024, Hyundai Motorstudio Seoul was renewed with CCC, evolving beyond a showroom into a cultural hub. The 8-story space attracts diverse visitors, presenting a new brand experience shaped by data and “past, present, future.” (Updated Mar 16, 2026)

The philosophy of "Hyundai Motorstudio Seoul": Expressing brand trust through space.

--Hyundai Motorstudio SeoulCould you please explain the overview and concept of [the project/product]?

Kwon Hee-kyung, Executive Director, Space Experience Department, Hyundai Motor Company:
In this age of advancements in AI and digital technology, the value of experiences gained through the five senses and physical sensations is being re-evaluated. We, too, have focused our efforts on spatial design amidst these trends.
We are often asked, "Why is an automobile company involved in spatial design?" But we believe that the values we want to convey can be expressed not only through products such as tires and car bodies, but also through the space itself. I believe that even without a car present, the brand's philosophy and stance can still be conveyed.
The reason we operate the flagship store "Hyundai Motorstudio" is to build trust in the Hyundai brand. Through this space, we wanted to convey the level of perfection that automobiles possess, as well as the philosophy behind it, in its entirety.
Currently, "Hyundai Motorstudio" operates in seven cities around the world, each with a different concept. The process of carefully defining targets based on data at every location and translating those targets into spatial design is by no means easy. For example, in Busan, the theme is "design," and in Seoul, it's "car enthusiasts," with designs tailored to the characteristics and customer base of each city.
Through this consistent approach to creating spaces, we at Hyundai Motorstudio aim to build relationships where people feel, "If a car is made by people who manage spaces so beautifully, meticulously, and honestly, then it must be reliable and stylish."

Data and customer understanding: The reason why co-creation with CCC began

--Could you tell us about the background behind your collaboration with CCC?

Executive Director Kwon Hee-kyung:
I previously had the opportunity to speak with people from CCC through Hyundai's Japanese subsidiary. I already knew that they were a company that was undertaking very innovative initiatives, and I was aware of the existence of TSUTAYA BOOKS. However, after hearing a more detailed company introduction, I realized that their business areas are far broader than I had imagined.
Regarding our Seoul base, we had the idea of incorporating a library from the very beginning, so we thought it was important to collaborate with CCC, the company that operates TSUTAYA BOOKSs. What was even more impressive was their perspective on the book as a medium. I was deeply impressed by the perspective that no other cultural medium is categorized as meticulously by theme and area of interest as books, and by the idea of collecting and analyzing them as data to understand people's interests and values.
Originally, the framework was set up as "conducting business together in Seoul," and there were concerns about whether true synergy would be created. However, CCC's strengths lie in its deep understanding of customers and data-driven analysis. The fact that they treat data not merely as numbers, but as indicators for understanding customers, was a valuable lesson for us. In Seoul, we were able to collaboratively develop diverse experiences that reflect the preferences and interests of Korean car enthusiasts, and we have once again realized the potential and value of data.
Afterwards, I actually visited various Tsutaya bookstores throughout Japan, and an image of "this persona" naturally came to mind for each location. It was clear that a distinct persona was defined for each location, and that this was reflected in the design of the space. I was deeply impressed by the high level of completion. We also value a similar perspective when developing our facilities, but we felt that CCC's approach was more systematic and specialized, and built upon a thorough concept.
Hyundai Motorstudio Seoul was originally intended to primarily target male car enthusiasts in their 30s and 40s. However, the segment of people seeking highly specialized cultures, often referred to as "enthusiasts," is not very large, and their ideals and expectations are very high, making it difficult to capture their attention with general content. Therefore, we created a specific persona for the kind of people who would show off their cars to each other and naturally strike up conversations.
Last week, we held a 3D model car event, and it was a great success, attracting exactly the target audience we had envisioned. In that respect, I am very grateful to CCC. Currently, the number of general visitors and visitors from overseas has increased, further broadening the range of visitors.

A collaborative process that transcends culture and shares a common language: customer-centricity.

—In your collaboration with CCC, which has different cultures and values, could you tell us about any processes or communications that left a lasting impression on you?

Hyundai Motorstudio Team 2, Team Leader: Lee Yu-na
While there are differences in culture and customer values between Japan and South Korea, what they had in common was "putting the customer first" and "deeply analyzing the customer."In that respect, I think we were aiming for the same direction.
In actually creating this space, we discussed what car enthusiasts and future visitors were looking for, based on data, and we proceeded with the project by taking the time to have thorough discussions many times.
Even after setting the theme, there was a lot of discussion before we reached a final decision. When selecting an item, we discussed each one carefully, considering points such as "How does this item connect to the theme?" and "How can we make it appealing to enthusiasts?"
Despite differences in culture and work processes, we shared a common approach: meticulously coordinating every detail, thoroughly analyzing our customers, and pursuing the best possible solutions.

Hyundai Motorstudio Team 2 Senior Manager: Moon Dae-geun
In the early stages of the project, language differences meant that progress and coordination took more time than anticipated.
Of all the processes, the one that left the biggest impression on me was deciding on the content layout. At Hyundai, we have always followed a method of designing the layout and VMD in detail in advance, and then making fine adjustments to the details while actually placing the items on-site. On the other hand, CCC adopted an approach where they first established a broad concept and layout framework, and then, while actually placing the content on-site, they comprehensively considered everything from spatial spacing and traffic flow to the breadth of the field of view, thereby improving the overall quality.
There were differences in the points we emphasized and the approaches we took, and it took time to deepen our mutual understanding, but we shared a common attitude of pursuing perfection down to the smallest detail. I believe that this accumulation of effort ultimately led to the creation of a high-quality space.
Most importantly, the key is to actually make our customers happy. I believe that by having detailed discussions and carefully refining every aspect on-site, we were able to create a highly satisfying and complete space.

Lee Yu-na, Team Leader:
The most important thing we valued throughout the project was teamwork. I feel that the fact that we were able to proceed with the project through close communication and mutual support among many people, including internal stakeholders and external agents, was very beneficial.

Executive Director Kwon Hee-kyung:
On the other hand, my biggest regret was having to carry out this project through an interpreter. I feel that if we had been able to communicate directly in each other's languages, things might have progressed differently and deepened in a different way. Because of that experience, I'm now studying Japanese.

Michimasa Asada, Group Leader, Mobility Marketing & Design Division, CCC:
I was reminded of the importance of communication through this project. During our interactions, we used translation apps and the automatic translation functions of social media to communicate. I myself have started watching a lot of Korean dramas, and before I knew it, the recommendations on video streaming services were all Korean dramas. I believe that deepening our understanding of not only language but also culture leads to better collaboration.

The birth of a library space where data and books intertwine.

—Could you tell us about the library's overview and the characteristics of its book curation?

Asada:
Since we did not have any data regarding the Korean people, we interpreted the data based on what Hyundai had. Originally, the concept consisted of eight genres, but we reorganized them into three axes: "past, present, and future."Furthermore, the process of selecting the books involved a great deal of communication.

Ayumi Namai, Leader, Overseas Products Department, Overseas Business Division, CCC:
Our involvement involves re-curating the collection, referencing Hyundai's original library. CCC didn't select all the books anew; the basis for the selection is books owned by Hyundai. The quality of their collection was exceptionally high, and the books were of the same high quality as those sold at TSUTAYA BOOKS.
In line with the "Past, Present, and Future" concept proposed by CCC, we are also showcasing curated items alongside our library collection. Drawing on our experience in the automotive section of Daikanyama TSUTAYA BOOKS, we have curated a selection of items that align with this concept and target audience. We believe we've been able to create unique customer value by sourcing vintage items in Japan that will please car enthusiasts.

Visitors reacted with comments like, "Hyundai can do this too!"

--Could you tell us about the feedback you've received from customers who have visited "Hyundai Motorstudio Seoul"?

Lee Yu-na, Team Leader:
After the renovation, the number of visitors increased overall. At the same time, the range of visitors has broadened, and in addition to the traditional demographic of men in their 30s and 40s, there are now many younger people (Millennials and Gen Z) and visitors from overseas.

Hyundai Motorstudio Team 2 Song Hyuna Manager:
The number of articles published about the reopening increased, and we saw tangible results in terms of numbers, but what made us happiest was receiving comments like, "I didn't know Hyundai would go this far," regarding our involvement with content from a variety of brands, not just Hyundai's own.
We have always pursued this initiative while considering what car enthusiasts are looking for. When displaying the items, I was unsure whether or not I should include cars from other brands. However, based on the concept of "past, present, and future," we decided to actively feature symbolic items and items that help us understand the overall picture of automotive culture.
As a result, we received feedback that people felt Hyundai's commitment to creating a space for automotive culture as a global company, and that they sensed Hyundai's unwavering confidence even after introducing other brands. By presenting the culture and philosophy surrounding cars over time, I believe the message reached even the most passionate enthusiasts. In particular, I believe we were able to clearly convey Hyundai's vision for the future in the "Future" zone.

Lee Yu-na, Team Leader:
With this renovation, our aim was to create a place where car enthusiasts could naturally gather and interact. Since opening, through a series of community events, we have seen many instances of visitors engaging in conversations and sharing information and experiences with each other. The first floor displays a variety of items, and it's impressive to see visitors using these items as a starting point to bring together their own knowledge and experiences and engage in conversations.
In addition to regular community meetings, we also plan to hold a variety of events. Currently, in our space, visitors bring their own miniature car collections and engage in exchanges or purchases. We believe that combining this with a vintage collection that is hard to find elsewhere will lead to an even more unique experience. We aim for the space to evolve beyond a mere exhibition area into a place for interaction and exchange.

The courage to feature other brands, and a broad perspective on automotive culture.

—How did the perspective of "understanding automotive culture as a whole" come about?

Asada:
We are also displaying items from brands other than Hyundai, such as Porsche and Mercedes-Benz, which was a suggestion from CCC. We believe that in order to achieve Hyundai's goal of "communicating the essential value of automobiles to car enthusiasts," it is important to view automotive culture as a whole from a higher perspective.
When making this proposal, there was also a discussion about whether it was really okay to tell Hyundai about it. However, CCC's code of conduct states, "Don't listen to what the customer says, do what is best for the customer."We decided to return to this way of thinking and prioritize what truly constitutes a valuable experience for our customers. I still clearly remember the surprised looks on everyone's faces when I actually made this proposal during the meeting. Nevertheless, I have deep respect for them for ultimately accepting this idea.
On the opening day, we were asked by the Korean media, "Are you also exhibiting cars from other companies?"I believe this was a result of both Hyundai and CCC sharing the common goal of "creating a playground for car enthusiasts" and successfully conveying "what true automotive culture is."

Executive Director Kwon Hee-kyung:
As Mr. Asada mentioned, we ourselves had a strong desire to "pass on automotive culture."We were aware that, in order to achieve that, we would need to properly introduce other companies' brands as well. When I received the proposal, I was somewhat prepared for it, but I was still worried about what quantity and proportion I should proceed with. However, what was important wasn't the quantity, but the presentation and the direction. In practice, the project was structured around "past, present, and future," with other brands primarily representing the "past" and Hyundai representing the "future."As a result, I think I was able to naturally develop a sense of self-confidence.
Although Hyundai is a latecomer to the automotive industry, I believe the exhibition successfully conveyed that it is a company that will play a key role in the future. I am very grateful that you suggested that configuration.

Hyundai Motorstudio Seoul has been reborn not just as a showroom, but as a place to experience automotive culture itself. The book conveys the appeal of automobiles through a time axis of "past, present, and future," and looks at the entire industry from a perspective that transcends brands. The philosophy of "customer-centricity," which Hyundai and CCC both aimed for, is alive and well there.

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