The Motorstudio thus became a unique opportunity for Suh Architects to create not only the building’s architecture, interior and graphics, but also its entire program. From phosphate-coated plates to industrial pipes to LED panels to ‘ribbon’ display platforms to racecar prototypes, the Motorstudio’s main spaces reflect the diversity of Hyundai’s steel’s applications. The double-height lobby features an artist installation program exploring the relationship between the city and its cars and dwellers.

The auto-design library, R&D exhibits, and children’s playspaces occupy its upper three floors, inviting families and car-enthusiasts alike. Its upper floors feature a DIY customization program for its latest models that have out-sold all other retail stores nationwide. Nine custom-designed, specially-reinforced car-rotators 'skewer' full-scale cars to display the undercarriages and bodies of latest models; the building's facade becomes an urban-scale display of cars as objects of desire and sustainability.

Boldly situating itself across from BMW and Mercedes-Benz, Hyundai’s Motorstudio has thus begun a new conversation with its customers, rebranding itself through its unique architecture and programs