Hyundai Motorstudio, the brand experience space of Hyundai Motor Company, has been transformed into a feature-length documentary film that chronicles its journey over the past 12 years.
Hyundai announced that the documentary titled 'The Studio: From Space on Wheels to Space on Land' will be released on the 21st.
'The Studio' captures the evolution of Hyundai Motorstudio, which first opened in Seoul in 2014. It has expanded beyond a vehicle exhibition space to become a cultural and artistic hub that connects with local communities, attracting over 1.3 million visitors annually.
The film features six Hyundai Motorstudio locations worldwide, including Seoul, Hanam, Goyang, Busan, Beijing in China, and Senayan Park in Indonesia. It highlights the unique architecture and cultural characteristics of each location, showcasing the perspectives of designers, operators, visitors, cultural and artistic figures, and architects on the transformation of the Motorstudio.
Directed by Jung Da-woon, who has focused on architecture and urban themes in his works, the film includes titles such as 'Poem Written on the Ground,' 'The Great Contract: Paju, Books, City,' and 'The Sea of Itami Jun.'
Jung stated, "I aimed to show how the space of Hyundai Motorstudio creates diverse beauty and meaning over time, allowing the audience to feel as if they have visited the space themselves."
'The Studio' was officially premiered at the 18th Seoul International Architecture Film Festival (SIAFF) and will have special screenings at Art House Momo from today until October 9. To celebrate the release, a talk session with director Jung Da-woon and Jang Young, Executive Director of Hyundai's Brand Marketing Division, will also take place.
On October 8-9, the film will be screened at the Busan International Film Festival's community-friendly program 'Neighborhood BIFAN' at the F1963 cultural complex in Busan and Hyundai Motorstudio Busan.
A special exhibition will also be held. Starting next month and running until early January next year, Hyundai Motorstudio Busan will host 'Hyundai Motorstudio Archive: 12 Years of Records,' showcasing architectural models, mock-ups, and early sketches. An archive book featuring stories from architects, artists, and planners involved in the project will also be donated to major libraries and art institutions.
Jiseong Won, Vice President of Hyundai's Brand Marketing Division, expressed, "Through this film, we hope the audience can vividly feel the stories and values built together by those who have created the space over the past 12 years and the visitors."
Meanwhile, 'The Studio' is provided by Hyundai and planned by Innocean, with Studio Orbit and Kirin Pictures producing the film.
* This article has been translated by AI.
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