Hyundai believes future spaces for humans need to be more nature friendly, also to stimulate the senses which we are born with. Bringing the night sky to ground is a way of speaking directly, connecting to deep parts of our minds. The darkest building on earth, the Hyundai Pavilion is to bring the brand vision of future mobility to a physical space-- through the Universe, Water, and Hydrogen--to convey the story of its technology. While the fuel cell technology is something extra scientific and technical, we believe there is power in the old, physical, and tactile experience, which helps people feel connected to the future mobility and the society it will take us.

Since Hyundai was a domestic Olympic sponsor, it was restricted to domestic PR. Therefore, the increase of the organic engagement by digital media was important. As digital becomes more common, ironically a digital paradox is created, and consumers have the opposite tendency to find analogue experience and word of mouth together. It means that the increase of the organic engagement is created when analogue contents combined with practical experience. Base on this idea, we provided the physical and tactile experience, which encouraged the spontaneous PR. Before the opening of the Olympic Games, the teaser film, which illustrated the universe, raised the curiosity of the public. During the game, the visitors posted the experienced contents in the Hyundai Pavilion by themselves and this initiative reaction was impact on the traditional global media such as BBC, NBC, CBC, Bloomberg, Forbes, The guardian, Reuter, and they reported in detail.

- Within 4 weeks (324 hours of operation daily from 10am-10pm), 72,000 visitors.

- Increased pre-orders for Hyundai’s commercialized fuel cell vehicle (FCEV) NEXO

Within 6 days, 1,170 cars were ordered, which is 300% more than expected

- 493,000,000+ views (earned media)

- Global press and media coverages : NBC, BBC, Forbes, Reuters, USA today, The Guardian, AP TV, etc.

- Art and Lifestyle magazines : Wallpaper*, Archdaily, Dezeen, Metropolis, SPACE etc.

- 820,000 total YouTube views / 512,000 Instagram views

- 100% positive impressions

- Interviews and postings show better consumer understandings on fuel cell technology