KIA Beat 360

Project Details

Project Description

FROM THE ARCHITECTS:

KIA BEAT 360 is a multipurpose brand experience center, and it was built by renovating the entire interior and exterior features of business building of KIA MOTORS in Seoul, Korea. The existing building was built in 1992 and was used by KIA MOTORS as an office building. To create the firstbrand space for KIA MOTORS, in which it serves both exhibit and sell cars, KIA MOTORS decided to use existing building where it was the luxurious main street in Gangnam in Seoul rather than build new building.

The Façade Design of experience center used the image of air flow as the structural motive to express “A Different Beat,” the brand direction of KIA MOTORS, and the algorithm to convert the shade value of parametrical image into the angles of modules.

The 7533 modules forming the facade along with applied algorithm are adjusted into different angles to show dynamic three-dimensional patterns. The factors like lighting, ventilation, and outside view of the conventional building have been evaluated by assuring gaps among modules. Under the angles to view the building, the patterns and colors of the facade are differentiated, expressing the innovative and dynamic brand image.

As the first brand exhibition space of KIA, BEAT 360 contains brand identity as well as full-line up cars. To integrate separated existing space, we apply continuous KIA Track and K-monument (main mass) into the space. Three unique theme spaces- cafe, garden and salon are connected via a single track to offer a 360 brand experience. Also, each space represents diverse individual lifestyles but can exist in harmony.