Hyundai Showrooms

Seoul, South Korea
Our approach to Hyundai's Global Space Identity is to achieve a Hyundai look-and-feel that connects with Hyundai's cars and its innovative brand-identity. The architectural aspects of the brand reflect the thoughtful, modern and clean approach that Hyundai embraces in its product line, and it evokes this with a sense of contemporary style and sophistication.
Our approach for Hyundai's architecture is simple: clean, elegant and sophisticated design in line with the power and elegance of the company's global brand. To achieve this goal, we started with a premise that the Hyundai logo carries with it the "DNA" of the entire brand. From the logo's "architecture," one can recognize an iconic style present not only in the company's automobiles, but also in Hyundai's overall brand identity. For us, this iconography is critical to the design of Hyundai's new architectural identity.
Title 1
The three types of buildings we explored in this project for Hyundai all belong to a single family of identity, but they are also unique to the variable purposes of the different types.
The 3S Global Flagship, being the largest and most iconographic building of the family, was designed as a powerful building that stands up to the other automotive flagships in the world. By celebrating a courageous, modern and sophisticated architectural solution, its architecture promotes Hyundai's global presence and the international power of its brand.
Title 2
The 3S Flagship places a priority on the cars being displayed, framing and highlighting them with architecture, rather than making architecture a higher priority. The main features of the 3S Global Flagship are the large and expansive glass enclosures that showcase the products, both in the showroom as well as the order fulfillment area. The second important feature is the vivid and dynamic structural column set within the large showroom space. The form of this column, derived from the logo design, not only supports the roof above but also forms a beautiful and iconic centerpiece to the space as a whole. Acting as structure and a symbolic gesture of purity, liquidity and elegance, the column embodies the spirit of Hyundai's past, present and future. As a single iconographic gesture towards fluidic design, it embodies not only natural forces but also the sophisticated and modern premium of the Hyundai brand.
Title 3
The 3S Flagship is also an incredibly efficient building. Positioned next to the street intersection, it has maximum exposure to drivers and pedestrians. The parking area also welcomes visitors with openness and freshness of air, light, warm materials, nature and sophisticated design features. Video images, advertising, logos, texts and brand information are all seamlessly fused into the building's design, while the architecture intentionally avoids the clich├ęs of overwhelming advertisements and unwelcoming sales areas which so often limit the automotive viewing and buying experience. Here the customers and visitors are the focus, while the cars are the target and the architecture is the atmosphere for the experience.
Title 4
Likewise, the 1S Sales Showroom is a clean and elegant space taking its queues form the overall strategy of 3S and 2S's Hyundai DNA . The Hyundai-branded spotlights, the precise use of blue, the automobiles' visibility and the overall spatiality are all distilled from the Flagship's larger scale components, and deployed here with significant attention to practicality, budget and automobile sales.
Project Information
Date: 2011

Location: Seoul, South Korea

Architect: Asymptote Architecture

Design: Hani Rashid, Lise Anne Couture

Project Director: Josh Dannenberg

Design Team: Danny Abalos, DuHo Choi,
Oliver Dibrova, John Hsu, Jungeun Kim, Makiko Nukaga
Ryan Macyauksi, Penghan Wu, Yun Shi


Structural Engineer: