The Hyundai Motor Group Industrial Pavilion designed for the 2012 Expo in Yeosu, South Korea is every bit as intriguing inside as it is out. Symbology is weaved throughout every crevice of the pavilion as its design embodies both the motion of the nearby waves and the company’s approach to revolutionizing technology.
Designed by Unsangdong Architects, the wispy exterior geometry arose from its proximity to the swelling sea. The architecture incorporates the waves crashing on the coast while being carried by the winds of change.
The theme of the international exposition was to strengthen the relationship between advancing technology and the responsible development of coastal areas. To synthesize this theme with their own company goal, the group wanted to incorporate the motion of imagination necessary for conscious innovation.
The architects were able to integrate this movement into the structure through both the pavilion’s façade and its interior. The exterior radiates apparent motion through large screens on the front and back sides, which display a dance of colors to anyone in range. Inside, the pavilion is arranged into four dynamic activities: connecting, growing, innovating, and gathering. These were actualized through a peripheral path to experience the light shows from within, a hallway of Hyundai’s technological improvements, and a central 3D matrix room. While this hyper-matrix main attraction makes the walls come alive to create a real 3D experience, the motion of the hyper-matrix (see it in action here) mimics the waves of power, creativity and adaptability of the invigorating changes essential to the growth of technology and the image of industry.