Hyundai Motorstudio Goyang Seoul, South Korea 高陽現(xiàn)代汽車體驗館

韓國首爾

Hyundai Motorstudio GoyangSeoul, South Korea高陽現(xiàn)代汽車體驗館

韓國首爾

建筑類型：文化

設(shè)計競賽：2011年一等獎

規(guī)劃設(shè)計：2012年

施工：2013年5月

竣工:2017年2月

建筑面積：63 860平方米

總表面面積：63 860平方米

基地面積：16 719平方米

建成面積：9 266平方米

攝影：Katsuhisa Kida, Raphael Olivier

Category: Cultural

Competition: 2011 [1.prize]

Start of planning: 2012

Start of construction: 05/2013

Completion: 02/2017

Floor area: 63 860 m2

Gross surface area: 63 860 m2

Site area: 16 719 m2

Built-up area: 9 266 m2

Photographers: Katsuhisa Kida, Raphael Olivier

現(xiàn)代汽車以其 “現(xiàn)代精品車”戰(zhàn)略（即關(guān)注包括技術(shù)、功能、設(shè)計、舒適和可持續(xù)性等的質(zhì)量定義）為基礎(chǔ)，舉行了一場邀請式建筑競賽，以期尋找同時適用于現(xiàn)代汽車所有多樣化展廳的全面設(shè)計概念 。

DMAA 的競賽方案解決了“現(xiàn)代精品車”的所有關(guān)鍵問題，并將其表達為主題、假設(shè)和參數(shù)。獲獎概念的核心主題和內(nèi)容隨后被納入了廣泛的《全球經(jīng)銷商空間標(biāo)識（GDSI）手冊》，這為現(xiàn)代汽車的經(jīng)銷商提供了基本設(shè)計理念和具體實施過程中的細節(jié)靈活性。自2014年以來，世界各地的現(xiàn)代汽車展示廳都根據(jù)這個指南進行了調(diào)整或新建。

位于首爾高陽的新現(xiàn)代汽車體驗館也是根據(jù)GDSI系統(tǒng)打造的。建筑概念在景觀、垂直綠化、天際線形狀上運用簡潔的特征化元素中運用手冊的模塊化原則。這三種設(shè)計元素主導(dǎo)了汽車體驗館的建筑空間，但避免了對廣闊空間單元的全景形成干擾，這種全景由簡單、清晰的開放性、透明性結(jié)構(gòu)定義，從不同角度對汽車進行呈現(xiàn)，這與游客可自由漫步其中的城市和自然景觀類似。

建筑的獨特性在于在一個建筑中整合銷售、品牌中心、汽車主題公園、辦公室和服務(wù)等多種功能，這也是設(shè)計面臨的主要挑戰(zhàn)。這些功能在水平中排布，逐層疊加，通過垂直設(shè)計元素將它們連接起來。這種設(shè)計的目的是為客戶創(chuàng)造一個完整的品牌體驗，讓他們充分享受公司提供的高質(zhì)量服務(wù)。這種體驗代表著每個人都曾想象過但從未實現(xiàn)的旅程，激發(fā)了人們關(guān)于汽車之旅與走近汽車的想象。

Hyundai’s “Modern Premium” strategy – the concern’s de fi nition of quality encompassing technology,functionality, design, comfort and sustainability – formed the basis for an invited architectural competition to fi nd a correspondingly comprehensive design concept, which could be simultaneously applied to all of Hyundai’s spatially very diverse locations.

DMAA’s competition entry addressed all key aspects of “Modern Premium” and formulated these as titles, hypotheses and arguments. The central themes and content of the winning concept were subsequently incorporated into the extensive “Global Dealership Space Identity” (GDSI) Manual, which presents both the basic design idea for Hyundai’s dealerships and the fl exibility with which it can be implemented in detail. Hyundai showrooms worldwide have been adapted or newly built according to these guidelines since 2014.

The new Hyundai Motorstudio Goyang in Seoul has also been realised in line with the GDSI system.The concept of the building applies the Manual’s modular principle with concisely de fi ned characteristic elements: Landscape, Vertical Green and Shaped Sky. These three design elements dominate the space of the Motor Studio without interfering with the panoramic view into the vast spatial unit, which is de fi ned by simple and clear structure of openness and transparency, where automobiles are presented from di ff erent perspectives – similar to an urban or natural landscape, where visitors can wander freely.The uniqueness of the building – and at the same time the main challenge of its design – lies in its ambition to unite a multitude of functions – Sales, Brand Center, Automotive Theme Park, O ffi ces and Services – in one structure. These functions are positioned in horizontal areas, one above the other,and are connected through the vertical design elements. The aim was to create a complete and integralexperience of the brand Hyundai for the customers and to let them fully enjoy the high quality of service o ff ered by the company. Symbolically, the experience represents a journey everyone has imagined but never took, into a space, which stimulates one’s imagination – a journey of a car, a journey to a car.