Skip to main content

Korean car showroom uses 4D theatre to immerse guests in the brand

Holovis Hyundai Motorstudio

Car lovers in South Korea are in for a treat when they visit the new flagship Hyundai Motorstudio in Goyang.

From the rush of being a rally driver through to an insight into vehicle manufacturing, an Immersive 4D Ride Theatre by CJ 4DPLEX collaborate with Holovis brings a new element to the car buying experience.

More than just a showroom, the Hyundai Motorstudio Goyang offers an extensive range of automotive experiences. Visitors can roam freely around the award-winning facility, which opened in April, as they become immersed in the brand. Hyundai Motor received a ‘Best of the Best’ Red Dot Design Award for the Hyundai Motorstudio Goyang Exhibition Design and the 4D Simulation contents.

Hyundai Motorstudio is part-museum, part-showroom but mostly car theme park

“Hyundai Motorstudio is part-museum, part-showroom but mostly car theme park,” explains Yeon Hee Lee, of the Hyundai Motor Company’s space innovation team. “The 4D ride experience brings to life car culture and Hyundai’s vision and creative ethos.”

Multisensory simulator seats up to 30 people at a time in three 10-seater rally themed carriages. Audiences learn how a Hyundai vehicle transforms from raw steels to a winning rally car.

Hyundai Motorstudio – 4D ride “incredibly effective”

The four-minute 3D movie is accompanied by special effects including wind, strobes, water and fog. The high-end visual system uses two Barco 4K Galaxy projectors. These are mapped onto the surface of a 12 x 4m double-curved Astro-Tec perforated aluminum screen using Holovis’s proprietary Pix-control solution. Engaging motion is delivered via CJ 4DPLEX’s 6 D.O.F motion base system, known as 4DX. A 11.2 JBL surround sound solution was provided by JBL and SFX including wind, strobes, water shoots and fog complete the sensory immersion.

“This level of immersion makes people really believe they are on this exciting journey,” notes Holovis technical consultant Luan Le Ngoc. “It’s a very different and incredibly effective way of combining premium brand messaging with entertainment.”

More from this author

Related content

Your web browser is out of date. Update your browser for more security, speed and the best experience on this site.

Find out how to update