Hyundai Motor opens first Motor Studio in China

Hyundai Motor Vice Chairman Chung Eui-sun, fifth from right in the front row, poses with officials, including Hyundai Motor Studio Beijing designer Michael Rock, fifth from left in the front row, during an opening ceremony of the Hyundai Motor Studio Beijing, Wednesday. / Courtesy of Hyundai Motor

By Jhoo Dong-chan

Hyundai Motor has opened its first Motor Studio in China.

According to the nation's largest carmaker, Wednesday, it opened the Hyundai Motor Studio Beijing at the 789 Art Zone in Beijing this week. The structure was built on 1,749 square-meters of land. For its opening ceremony, a number of Hyundai Motor high-ranking officials, including Vice Chairman Chung Eui-sun, participated in the event.

"The Hyundai Motor Studio Beijing symbolizes the carmaker's philosophy in sustainability and creative energy to demonstrate its utmost efforts for modern premium," Chung said during the event. "It meant a lot for Hyundai Motor to have the structure at the heart of China's most famous art district."

On the first floor, the Hyundai Motor Studio Beijing has a book lounge and cafeteria where visitors can browse various car-related books under its Air Handling Unit. The second floor has an art gallery and exhibition zone.

In the art gallery, Hyundai Motor is exhibiting a video clip of the carmaker's vision for hydrogen fuel-cell battery and related eco-friendly renewable energy technologies. The exhibition zone showcased various art pieces illustrating Hyundai Motor's future car technologies under the motto of "social mobility."

A Hyundai Motor official said the newly-built studio will host and organize various events related to the automotive industry as well as other design and art events in the future.

Along with its opening ceremony, Hyundai Motor also hosted an award event, the Hyundai Blue Prize, to honor China's young artists and curators.

"The Hyundai Motor Studio Beijing is the sixth of its kind after four in Korea and one in Moscow," the official said.

"It will not only promote Hyundai Motor's brand but also support Chinese young artists by hosting and organizing various art and social events. It symbolizes Hyundai Motor's commitment in social contribution."

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