Hyundai Motor Company to Release 12-Year Documentary "The Studio" on the 21st

[Financial News] Hyundai Motor Company has brought 12 years of its brand spaces' history to the screen.
Hyundai Motor Company announced on the 21st that its feature documentary "The Studio: From a Space on Wheels to a Space on the Ground," which chronicles the journey of Hyundai Motorstudio, would be released.
Hyundai Motorstudio, which first opened in Seoul in 2014, has grown beyond a simple vehicle exhibition space into a place connecting people, culture and local communities. Hyundai Motor Company said that more than 1.3 million visitors come to its locations every year, experiencing the spaces in their own ways and adding to their stories.
"The Studio" captures the journey of Hyundai Motorstudio, where such efforts and experiments have continued, through cinematic language. Hyundai Motor Company provided the film, INNOCEAN Worldwide planned it, and Studio Abit and Girin Grim produced it. Set at six hubs in Seoul, Hanam, Goyang, Busan, Beijing and Senayan Park in Indonesia, the documentary explores the spatial philosophy and architectural value expressed differently according to each region and culture.
The film also portrays the meaning accumulated by these spaces from multiple perspectives, including those of designers, operations staff, visitors, culture and arts figures, and architects. In particular, it chronicles the process of creating a "space on the ground" that moves people and grows alongside local communities, going beyond the automobile as a "space on wheels."
The film was directed by Jung Da-woon, who has consistently explored the relationship between architecture, cities and people. Jung has drawn attention at film festivals in Korea and abroad with works including "Poetry on Land," "Great Contract: Paju, Book, City" and "The Sea of Itami Jun."
Jung said, "I focused on showing how the spaces of Hyundai Motorstudio create diverse beauty and meaning over time, while giving audiences an experience that feels like they have visited the spaces themselves. I hope this documentary will serve as an opportunity to share the power and meaning of architecture and space with the public and create new value."
On the film's opening day, Hyundai Motor Company also plans to hold a guest visit session, or GV, featuring Director Jung Da-woon and Jang Young, an executive director in the Brand Marketing Division, to share the stories behind the film. "The Studio" was previously invited to the 18th Seoul International Architecture Film Festival (SIAFF), where it was officially unveiled, and will receive special screenings at Art House Momo from the 21st through October 9.
On October 8 and 9, the film will also meet audiences and local residents at the F1963 cultural complex and Hyundai Motorstudio Busan through Community BIFF, a community-focused program of the 31st Busan International Film Festival (BIFF).
Coinciding with the film's release, Hyundai Motorstudio Busan will host a special exhibition titled "Hyundai Motorstudio Archive: 12 Years of Records" from early October through early January next year. Visitors can explore the journey of Motorstudio through architectural models, mock-ups and early sketches. Six archive books containing the perspectives of architects, artists and planners who participated in the project will also be donated to major libraries and arts institutions nationwide.
Sungwon Jee, head of Hyundai Motor Company's Brand Marketing Division, said, "Hyundai Motorstudio grew out of Hyundai Motor Company's efforts to create broader social value by connecting people, culture and local communities beyond automobiles. Through this film, we hope audiences will vividly experience the stories and values built together over the past 12 years by the people who created these spaces and the visitors who experienced them."

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