Automotive Philosophy as Spatial Design: Seoul's Motor Design Galleries
Modern automotive design has evolved beyond the aesthetics of transportation to become an art form where space itself conveys messages. Seoul's premium motor design galleries lead this paradigm shift, presenting unique spaces that blur the boundaries between exhibition, experience, and architecture.
In these galleries, automobiles function not as exhibits but as architectural components. Every element—from wall textures to lighting intensity to spatial flow—connects with the vehicle's design philosophy, allowing visitors to fully experience the brand's identity. This reflects how 21st-century automotive brands have expanded their role from 'mobility' to 'lifestyle' providers.
Architectural Masterpieces: Spaces as Art
1. Genesis Studio Hanam - The Harmony of Art and Technology
Located in Hanam, Genesis Studio Hanam exemplifies how automotive brand spaces can exist as architectural masterpieces. Designed by architects OMA/AMO, this space translates Genesis's 'athletic elegance' philosophy into architectural language.
The exterior features a glass facade with gradient effects, creating different appearances depending on the time of day and season. The 3,300 square meter space is divided into three zones: 'Exhibition,' 'Experience,' and 'Community,' each independent yet organically connected. Notably, the 30-meter-high mega trusses (structural ribs) suspended from the ceiling visually represent car chassis structures, showcasing the essence of architecture where mechanical precision meets minimalistic aesthetics.
Design Analysis: Vehicles arranged along the central axis reveal their unique characters under different lighting environments. Chrome details inspired by Art Deco styles are applied to walls, visually realizing the harmony between tradition and modernity.
2. BMW Connectivity Center Gangnam - Realizing Future Mobility
Gangnam's BMW Connectivity Center redefines cars not as mere products but as hubs of 'digital lifestyle.' Renovated in 2024, this space expresses BMW's 'sporty premium' identity through futuristic interiors.
The space's most significant feature is the 'Smart Gallery' zone. Here, vehicles rotate on turntables, offering 360-degree views, while wall micro-LED screens simultaneously explain the vehicle's design philosophy and technical specs. Interactive projection mapping is installed on the floor, allowing visitors to visually experience the car's driving characteristics.
Space Innovation: In the VR corner, visitors can virtually customize vehicles and experience test drives. This transcends exhibition boundaries, presenting a new paradigm of 'participatory design.'
Interactive Experience: Stimulating the Senses
3. Mercedes-Benz Me Store Seoul - Comprehensive Brand Lifestyle Experience
Located in Samseong-dong, Mercedes-Benz Me Store completely deconstructs the conventional car dealership concept. In this four-story cultural complex, automobiles occupy only 30% of the exhibition space, with the remainder dedicated to various content experiences of the brand's philosophy.
The first floor serves as an 'Art Space,' exhibiting works by established artists alongside automotive design sketches. The second floor 'Connect Lounge' features products from premium brands collaborating with Mercedes-Benz, while the third floor 'Kitchen' is a fine dining space run by Michelin-starred chefs.
Design Philosophy: Each floor is composed with different theme colors and materials, yet maintains unity under the shared value of 'sensory premium.' Light-through acrylic panels installed on walls softly wrap the space with natural light.
4. Audi House of Progress Seongsu - Sustainability and Aesthetics
Seongsu-dong's Audi House of Progress expresses Audi's 'Vorsprung durch Technik' philosophy through sustainable design. Renovated from a former factory building, this gallery demonstrates the harmony between industrial heritage and modern technology.
The most impressive feature is the 'Material Library.' Here, visitors can touch and experience materials used in Audi's e-tron models—recycled plastics, organic leather, and bio-composites. Each material is exhibited like an art piece, showing how sustainability can be aesthetically realized.
Space Composition: The central 'Energy Hub' visualizes energy produced from solar panels, realistically experiencing Audi's electric vehicle vision. Wall displays show real-time carbon reduction amounts to prevent greenwashing.
Heritage & Innovation: Dialogue Between Past and Future
5. Hyundai Motorstudio Seoul - Mobility Museum
Hyundai Motorstudio in Gangnam Station is Asia's largest automotive brand gallery. This 1,300 square meter space serves as both museum and exhibition hall themed 'History and Future of Mobility.'
The permanent exhibition hall 'Design Hall' showcases the evolution of Hyundai's design from the 1960s Pony to the latest N series. Each model is exhibited like a historical document showing how designers attempted innovation within the social backgrounds and technological limitations of their time.
Design Education: The 'Design Lab' conducts design workshops for all ages, from children to adults. Participants sketch cars and experience 3D modeling, learning automotive design fundamentals.
6. Porsche Experience Center - Racing Heritage
The Porsche Experience Center at KINTEX Ilsan is more than an exhibition space—it's a 'living museum' experiencing Porsche's racing heritage.
The space's highlight is the 'Heritage Gallery.' Here, 60 years of 911 history are chronologically exhibited, meticulously showing design changes and technological innovations of each generation. Racing cars that participated in the 24 Hours of Le Mans are displayed with actual race footage, vividly conveying the tension of those moments.
Experience Elements: In the simulator corner, visitors can virtually drive the Nürburgring circuit, experiencing Porsche's performance.
Art & Design Collaborations: The Meeting of Art and Automobile
7. Bentley Gallery Seoul - Contemporary Interpretation of Craftsmanship
Cheongdam-dong's Bentley Gallery is a space where British traditional craftsmanship meets contemporary art. Here, cars are redefined as 'moving works of art,' showcasing the brand's handmade philosophy.
70% of the exhibition space is dedicated not to cars but to Bentley's interior materials and craftsmanship. Here, visitors can observe leather material samples, wood veneer combinations, and piano black paint processes under microscopes. Particularly in the 'Cross-stitch' demonstration corner, current craftsmen show Bentley's iconic stitching work in real-time.
Art Collaboration: Each quarter, limited edition models collaborating with contemporary artists are exhibited. This shows Bentley's philosophy of considering cars not just as transportation but as 'moving sculptures.'
8. Rolls-Royce Private Office Seoul - The Space of Ultimate Luxury
The Rolls-Royce Private Office is an ultra-premium gallery operated by reservation only. Here, a 'private design studio' is provided where customers can customize every detail of their car.
The space is divided into three private zones: 'Configuration Room,' 'Art Gallery,' and 'Client Lounge.' In the configuration room, 44,000 paint colors and unlimited interior materials can be selected via touch panels, while the art gallery showcases works by artists collaborating with Rolls-Royce.
Space Features: All furniture is made from identical materials used in Rolls-Royce cars. Sofas use the same leather as car seats, tables are finished with the same techniques as wood decor, making the entire space part of the 'Rolls-Royce experience.'
Visitor Guide
Optimal Visiting Times
- Weekdays 10 AM-12 PM: Most galleries are relatively quiet for peaceful viewing
- Wednesdays and Thursdays: Days with frequent special exhibitions and events
- Pre-visit Confirmation: Some galleries like Genesis Spaces require advance reservations
Design Appreciation Points
- Observe Spatial Flow: The path from entrance to exhibition space is part of brand storytelling
- Note Material Textures: Compare how floor, wall, and ceiling finishes connect with car design
- Observe Lighting's Role: Note how natural and artificial lighting enhance car design
- Experience Interactive Elements: Most galleries explain design philosophy through interactive elements
Tips & Etiquette
- Photography is allowed in most galleries, but flash use is restricted
- Private spaces mostly require advance reservations
- Some galleries have limited parking, recommending public transport
Concluding Thoughts
Seoul's motor design galleries are living evidence of how automobiles have evolved from 'machines' to 'culture,' from 'products' to 'experiences.' In these spaces, we discover that automotive design transcends the aesthetics of mere appearance to become a comprehensive art form integrating brand philosophy, technological vision, and human lifestyle.
Touring these galleries goes beyond understanding automobiles; it's a journey exploring how contemporary urban culture, design, and technology coexist and interact. Within automotive philosophy realized as space, we glimpse both the future direction of mobility and the aesthetic values of the city.
Curated by: Min-Ji Kim (@minjicurates) Photos: Provided by each gallery and brand
