south korean carmaker hyundai has opened a brandland in goyang in the north of the country.

The “car culture experience park” is spread out over three floors, accessed through a large lobby with a large-scale digital display projecting images of Hyundai’s latest road and rally cars.

The 4,000sq m (43,000sq ft) exhibition takes guests through different areas, including the Plant exhibit, which demonstrates the production and manufacturing process. Industrial robots can be seen at work, building components, assembling a vehicle and painting its bodywork.

In a special feature, every hour the robots stop work and perform a classically-inspired ballet show.

The reveal at Hyundai Motorstudio Goyang is on the top floor, where guests discover a 20sq m kinetic sculpture made up of 1,411 moving aluminium rods. Each self-motored rod can rise up to 1.4 metres from the ground, creating patterns and movements that are designed to reflect Hyundai’s philosophy, “create design from movement”.

“We will communicate with even more customers through Hyundai Motorstudio Goyang and provide unique experiences that go beyond automobiles,” said Hyundai Motor vice chair Eui-sun Chung. “Hyundai Motorstudio embodies Hyundai Motor's long-term vision to become a lifetime partner in enriching our customers' lives.”

Visitors to Hyundai Motorstudio Goyang can also experience the Innovate zone, where visitors can learn about the cutting-edge R&D behind crash tests and auto safety. There is also a Wind zone, explaining the importance of aerodynamics and featuring an light and sound installation.

There is also a Design exhibit, where visitors can learn about Hyundai’s creative process, and the Powertrain room, a giant walk-through engine.

The building was designed by Viennese architects Delugan Meissl, while Stuttgart’s Atelier Brückner was behind the exhibition.

Hyundai Motorstudio Goyang hopes to attract up to 2,000 visitors per day.

Hyundai had opened similar brand experiences in Seoul and Hanam.