Thematic
Cultural Convergence, Future Mobility
What We Did
Exploring future mobility through the lens of architectural design
Context
In April 2021, Hyundai Motor Company opened its sixth Motor Studio in Busan, marking the first location outside the Seoul metropolitan area following Seoul, Goyang, Hanam, Beijing, and Moscow. Located within the F1963 complex cultural space in Busan's Suyeong District, this symbolic venue transforms the former Koryo Steel wire rope factory site into a differentiated brand experience space operating under the motto "Design to Live By," exploring daily design beyond automobiles. The four-story building designed by architect Wook Choi of ONE O ONE architects features a unique suspension bridge-like structure utilizing wire and steel, simultaneously embodying Busan's cultural energy and Hyundai's future vision.
Challenge
We needed to cinematically capture Busan's distinct identity, differentiating it from existing Motor Studios. The space's unique characteristic presenting pure design content without production vehicle displays required effective communication while naturally introducing complex architectural structures and multi-layered exhibition spaces following visitor flow patterns. The core challenge involved visualizing the philosophical message of the opening exhibition "REFLECTIONS IN MOTION" and the unique viewing experience through the Guru(docent) system in terms accessible to general audiences.
Solution
We adopted a narrative structure following the Guru's perspective to simplify spatial complexity. Each space's unique characteristics demanded tailored filming techniques from the overwhelming scale of the first-floor creative wall to the delicate details of the second-floor exhibition space and the fresh viewing angles from the third-floor catwalk. We effectively captured media art works like Universal Everything's "Run Forever" and symbolic exhibits like the Heritage Series Pony, completing a story connecting the brand's past and future while visually emphasizing the intersection of Busan's distinctive cultural dynamism with Hyundai's design philosophy.
From the Team
“Hyundai Motor Studio Busan wasn't simply an exhibition space. It was a philosophical venue reinterpreting daily life through design. Like this location's transformation from industrial heritage site to future cultural space, we wanted our video to transcend functional introduction, elevating the experience to emotional resonance.”
Yoonseop KimDirector
Credit
- DirectorYoonseop Kim
- Executive ProducerMinseok Kim
- Assistant DirectorShiheon Lee
- Cinematographer #1Seungchan Baek
- Cinematographer #2Jongsung Lim
- Cinematographer #3Jaehee Han
