The challenge was to create a continuous visitor routing in a building of diverse spatial ambiences. The route passes through 4,000 square metres, spread out over three floors: the prestigious light-filled reception hall with the prologue (Showcase area) and epilogue (World Rallye Championship area) and two more floors of intimate rooms. The creative idea was to stage the car development process, starting from ready-to-sale cars, going back to the construction and research steps, to the design conception.

The visitors are invited to immerse themselves into the narration and to interactively discover the world of Hyundai vehicles. A three-dimensionally composed sound leads them through the whole exhibition.

The reception hall features a huge media facade lending dynamism to the exhibited vehicles. The 'Plant' section presents industrial robots in glass cylinders showing how Hyundai vehicles are manufactured. Once per hour the robots interrupt their work and perform together a classical ballet. In the 'Innovate' section, five impressive spatial installations introduce different aspects of automotive research. Reactive airbags and a crash test simulation illuminate the subject safety. An authentic wind tunnel ventilator shows the importance of aerodynamics. The meaning of sound design can be discovered via a 3D sound system combined with light animations and the processes of a Hyundai motor get comprehensible in a walkable larger-than-life engine composed of room-high panes. In the 'Design' section a kinetic sculpture consisting of 1,411 aluminium rods, allows visitors to immerse themselves into the Hyundai design philosophy 'Creating Design from Movement'. 'Reactive Mode' and 'Show Mode' alternate.

Visitors to the exhibition undergo a fascinating journey of discovery, finding out about the world of Hyundai. The Hyundai Motorstudio Goyang wants visitors to become involved in the Hyundai brand, making processes interesting, transparent and thus understandable. Being more than just a sales place, it is Korea’s largest Car Culture Experience Park. Up to 2,000 visitors per day are expected at the favourable location between the airport and Seoul city centre.