Hyundai Motor releases documentary on 12 years of Motorstudios in 6 countries including Seoul and Busan on the 21st

The time that Hyundai Motorstudio has walked so far has been made into a feature-length documentary film.

Hyundai Motor announced that the feature-length documentary film 'The Studio: From a Space on Wheels to a Space on the Ground' (hereafter 'The Studio'), which captures the 12-year journey of Hyundai Motorstudio, will be released on Monday the 21st.

Hyundai Motorstudio, which first opened in Seoul in 2014, has grown into a space that connects people, culture, and local communities beyond just displaying vehicles. Every year, more than 1.3 million customers visit Hyundai Motorstudio, experiencing the space in their own ways and building many stories.

'The Studio' is a work that records the journey of Hyundai Motorstudio, where various people's attempts and experiments took place, in cinematic language; it is provided by Hyundai Motor and planned by INNOCEAN.

[Provided by: Hyundai Motor, Planned by: INNOCEAN, Produced by: Studio Orbit · Girin Geurim]

Set against the backdrop of Hyundai Motorstudios in six global hubs including Seoul, Hanam, Goyang, Busan, Beijing, and Senayan Park in Indonesia, the film highlights the spatial philosophy and architectural values implemented differently according to each region and culture. It multi-dimensionally depicts the meanings accumulated by the space through the perspectives of various people related to Hyundai Motorstudio, such as designers, operators, visitors, cultural and arts officials, and architects.

In particular, the documentary captures the sincerity and challenge of Hyundai Motor, which has moved beyond the 'space on wheels' that is an automobile to create a 'space on the ground' that moves people's hearts and grows together with local communities.

Director Jeong Da-woon, who took charge of directing, has steadily explored the relationship between architecture, cities, and people, and has gained attention at domestic and international film festivals through numerous works such as 'Poetry on Land', 'The Great Contract: Paju, Book, City', and 'The Sea of Itami Jun'.

Director Jeong Da-woon expressed her thoughts on the release, saying, "I contemplated how to show how the spaces of Hyundai Motorstudio create diverse beauties and meanings depending on temporality, and so that the audience can feel as if they have visited the space themselves." She added, "I hope this documentary serves as an opportunity to share the power and meaning held by architecture and space with the public and create new values."

In particular, to celebrate the release of 'The Studio' on Monday the 21st, Hyundai Motor plans to hold a GV (Guest Visit) featuring Director Jeong Da-woon and Jang Young, Executive Vice President of the Brand Marketing Division, to directly convey the stories contained in the film to the audience.

'The Studio' was officially invited to the 18th SIAFF and was premiered there, and it will be specially screened at Arthouse Momo from Monday, September 21 to Friday, October 9.

Furthermore, on Thursday, October 8 and Friday, October 9, the film will be introduced not only to film festival audiences but also to Busan residents at the complex cultural space F1963 located in Busan and Hyundai Motorstudio Busan through the regional-friendly program 'BIFF Everywhere' of the 31st Busan International Film Festival, BIFF.

Along with the film's release, Hyundai Motor will also hold a special exhibition 'Hyundai Motorstudio Archive: A 12-Year Record' at Hyundai Motorstudio Busan from early October 2026 to early January 2027.

In the exhibition, the journey the Motorstudio has walked can be directly confirmed through architectural models, mock-ups, early sketches, etc. Along with this, there are plans to donate six archive books containing various perspectives of architects, artists, and planners who participated in the project to major libraries and art institutions nationwide.

Ji Seong-won, Vice President of the Hyundai Motor Brand Marketing Division, stated, "Hyundai Motorstudio started from Hyundai Motor's contemplation of wanting to create broader social values by connecting people, culture, and local communities beyond automobiles." She added, "Through this film, I expect audiences to vividly feel the stories and values built together by the people who have created the spaces and the visitors who have experienced those spaces over the past 12 years. Furthermore, I want to express my deep gratitude and heart to the collaborators and partners who have built the journey of Hyundai Motorstudio together for a long time."

[1] A regional-friendly program of the Busan International Film Festival, BIFF, which holds film screenings, GVs (Guest Visits), performances, etc., in 17 unique spaces in Busan so that local residents can more easily enjoy the film festival.

◆ At a Glance

· Issuing Organization: Hyundai Motor Group

· Distribution: September 21

Source: Hyundai Motor Group Press Release

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