Hyundai Motor Group has inaugurated its new participatory research facility, UX Studio Seoul, in the heart of Gangnam, Seoul, with the aim of reimagining the user experience (UX) of future mobility. Officially opening on July 3, the studio reflects the Group’s ongoing commitment to innovation through direct customer collaboration and immersive research.
Unlike traditional development centers, UX Studio Seoul invites users to co-create vehicle UX by engaging with concept testing, immersive simulations, and interactive technologies. The initiative is part of Hyundai’s broader vision to go beyond convenience and foster inspiring, user-driven mobility experiences in an era shaped by electrification and autonomous driving.
Collaborative Platform for UX Innovation
UX Studio Seoul replaces the Group’s earlier UX facility in Seocho and offers a significantly expanded platform that integrates customer feedback into real-time UX development. The studio enables users to experience how their insights help shape vehicle interiors, controls, and digital systems, making it one of the first of its kind in the global automotive sector.
Ground-Level Engagement through the Open Lab
The first floor of the studio, known as the Open Lab, is divided into three primary zones:
- UX Test Zone: Offers an interactive walkthrough of the UX development cycle, from insight gathering to concept testing and validation using physical and virtual models, including gaze-tracking simulators.
- SDV Zone: Highlights Hyundai’s advanced Software-Defined Vehicle (SDV) architecture and Pleos Connect infotainment system, equipped with the AI assistant Gleo AI for voice-controlled features.
- UX Archive Zone: Showcases the evolution of Hyundai’s UX design through exhibits centered around visual displays, instrument clusters, and digital mirrors.
Immersive Research on the Upper Level
The second floor houses the Advanced Research Lab, a high-tech environment dedicated to in-depth UX experimentation. This includes:
- UX Canvas – A collaborative workshop space for ideation and testing between researchers and selected users.
- Feature Development Room – A flexible lab tailored for concept development in areas such as autonomous driving and high-performance vehicles.
- Simulation Room – Arc – A configurable simulator with a 191-degree LED curved screen and motion platform, enabling realistic test drives in urban or racing environments.
A Global Network of UX Studios
UX Studio Seoul joins Hyundai’s global network of UX research centres in Shanghai, Frankfurt, and Irvine, California. These facilities gather region-specific user preferences and help the Group deliver innovative, market-relevant solutions across its global lineup.
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