The key challenge in designing a showroom is to convey a brand’s message in an understandable approach. The showroom for the Kia EV6 in the Seongsu district of Seoul is located in the halls of a former textile factory, an idea that also transforms this historic architecture by giving it an exciting new use. At the heart of the “Unplugged Ground” concept is the aim of visualising the message of a sustainable environment and future coexistence through mobility with electric vehicles. The showroom sees itself as a place that not only presents the vehicles, but also wants to represent the brand’s transition towards electric drive. The composition consists of the relaxing “EV6 Garden” featuring plants that change with the seasons. In the “Hello EV6 Zone”, the vehicle’s range of 475 km on one charge is symbolised by an installation of 475 rolls of synthetic fibre inspired by the work reality in this former yarn factory. The “EV6 Life Zone” is conceived as a light show that is aimed at inviting visitors to experience the vehicle’s features in detail. Here, too, the performance of the fast charger is demonstrated by means of an interactive wall. Finally, the “Owners Lounge” creates space for meeting and exchange. The design of this showroom continues the concept of resource cycling and sustainability and thus relies exclusively on recycled materials.
Statement by the Jury
The design of this showroom is inspired by the former use of the site as a yarn factory and transfers this into an overall concept to convey its story and message. The theme of sustainability is thus impressively visualised by bringing together the old and the new. The use of yarn reels as a meaningful material also creates a comprehensible reference to the history of the site, enhanced by impressive lighting that lends the presentation a distinctive atmosphere.
Credits
Client:
Kia, Seoul, South Korea
Design:
CA PLAN, Seoul, South Korea
Design:
Innocean Worldwide, Seoul, South Korea
SILO Lab, Seoul, South Korea
