Hyundai Motor Studio
At Hyundai Motorstudio in Goyang, the Design Room stages the path from first sketch to finished car as a kinetic artwork.
In a mirrored space, a sculpture of 1,411 aluminum rods moves in sync with a multi-screen film, embodying Hyundai’s philosophy of “Creating Design from Movement” as a living, spatial experience choreographed by Tamschick Media + Space.
A kinetic sculpture that learns to move
The central installation is a field of aluminum rods animated in three dimensions while a film wraps around the space on a band of monitors.
Across roughly four minutes, the sculpture “learns” forms: from abstract waves inspired by nature to more defined volumes, before finally resolving into the outline of a Hyundai vehicle.
The choreography is tightly synced to image and sound so that movement, light, and audio are read as one continuous design gesture.
Watching form emerge from motion
Visitors stand around the sculpture as it wakes up, shifts through organic shapes, and crystallizes into a car silhouette.
Because the rods move in depth and height, the piece feels different from every vantage point; the room becomes a kind of three-dimensional sketchbook in motion.
The installation leaves visitors with a clear, visceral message: at Hyundai, design is not added at the end, it is born from movement itself.
Showing design before the car exists
Hyundai wanted visitors to feel the creative process that precedes every vehicle: research, sketching, modeling, and refinement.
The task was to translate this invisible work into a single, iconic installation that could stand as the emotional core of the brand environment, readable in a few minutes by design fans, industry guests, and the general public.
The Design Room has become the emotional highlight of the Motorstudio tour, giving Hyundai a clear, instantly recognizable signature moment.
The installation translates abstract brand values like innovation, dynamism, and form-finding into a sensory experience that is easy to communicate in press, guided tours, and B2B presentations.
The project is recognized by multiple international awards including iF Gold with a jury statement capturing the exhibition’s uniqueness: “A fascinating journey from completed car to raw material, this exhibition turns the invisible into an experience. Materials are made to perform and situations are brought to life, motion and crashes are shown. An emotional bond is created between the brand and the participant.”
Project Highlights
- Kinetic sculpture of 1,411 individually controlled aluminum rods.
- Four-minute choreographed sequence synced with a 56-monitor media band.
- Visual storyline from natural motion studies to the outline of a Hyundai car.
- Integration of kinetic, film, light, and sound into one compact brand space.
Facts & Figures
Lead agency and scenography: Atelier Brückner GmbH
Music and sound design: Idee und Klang, Klangerfinder
Media planning: medienprojekt p2
Photography: Hyundai Motorstudio Goyang, Martin Backhaus
