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Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

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Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

  • Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience
    DOCX / 291 KB Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience
  • UX Studio Seoul
    JPG / 2.4 MB UX Studio Seoul
  • UX Studio Seoul
    JPG / 2.7 MB UX Studio Seoul
  • Exploring UX research process at UX Insight, UX Test Zone
    JPG / 1.4 MB Exploring UX research process at UX Insight, UX Test Zone
  • VR experience in a wooden study buck at UX Concept, UX Test Zone
    JPG / 2.6 MB VR experience in a wooden study buck at UX Concept, UX Test Zone
  • Driving simulations at UX Validation, UX Test Zone
    JPG / 2.8 MB Driving simulations at UX Validation, UX Test Zone
  • UX Test Zone overview
    JPG / 2.6 MB UX Test Zone overview
  • E&E Architecture, SDV Zone
    JPG / 2.4 MB E&E Architecture, SDV Zone
  • 'Pleos Connect' and 'Gleo AI' at SDV Testbed, SDV Zone
    JPG / 2.9 MB 'Pleos Connect' and 'Gleo AI' at SDV Testbed, SDV Zone
  • UX Archive Zone
    JPG / 2.4 MB UX Archive Zone
  • Testing 'Pleos Connect' at UX Canvas
    JPG / 1.7 MB Testing 'Pleos Connect' at UX Canvas
  • Validating UX concepts in Simulation Room – Arc
    JPG / 1.8 MB Validating UX concepts in Simulation Room – Arc
  • Validating UX concepts in Simulation Room – Arc
    JPG / 1.8 MB Validating UX concepts in Simulation Room – Arc

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Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience
Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

UX Studio Seoul
UX Studio Seoul

Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

UX Studio Seoul
UX Studio Seoul

Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

Exploring UX research process at UX Insight, UX Test Zone
Exploring UX research process at UX Insight, UX Test Zone

Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

VR experience in a wooden study buck at UX Concept, UX Test Zone
VR experience in a wooden study buck at UX Concept, UX Test Zone

Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

Driving simulations at UX Validation, UX Test Zone
Driving simulations at UX Validation, UX Test Zone

Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

UX Test Zone overview
UX Test Zone overview

Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

E&E Architecture, SDV Zone
E&E Architecture, SDV Zone

Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

'Pleos Connect' and 'Gleo AI' at SDV Testbed, SDV Zone
'Pleos Connect' and 'Gleo AI' at SDV Testbed, SDV Zone

Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

UX Archive Zone
UX Archive Zone

Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

Testing 'Pleos Connect' at UX Canvas
Testing 'Pleos Connect' at UX Canvas

Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

Validating UX concepts in Simulation Room – Arc
Validating UX concepts in Simulation Room – Arc

Autonomous & SDV Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

Validating UX concepts in Simulation Room – Arc
Validating UX concepts in Simulation Room – Arc
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Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

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Autonomous & SDV 202507020830
Hyundai Motor Group Opens ‘UX Studio Seoul’ to Revolutionize Mobility User Experience

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  • UX Studio Seoul is one of the world’s first participatory open research hubs, engaging customers in designing future mobility experiences
  • The Group aims to advance mobility user experience (UX) by integrating real user insights directly into vehicle design and development
  • Visitors can test UX concepts using VR, join research programs, and explore the Group’s software-defined vehicle (SDV) architecture in the Open Lab
  • UX researchers and selected customers work together to validate mobility UX concepts through real-world simulations in the Advanced Research Lab
Hyundai Motor Group (the Group) is opening the ‘UX Studio Seoul’ in Gangnam – an iconic Seoul district and tech startup hub – on July 3.

SEOUL – July 2, 2025 – Hyundai Motor Group (the Group) is opening the ‘UX Studio Seoul’ in Gangnam – an iconic Seoul district and tech startup hub – on July 3. The new participatory research center is designed to co-create future mobility experiences in collaboration with users, marking a significant milestone in the Group’s ongoing journey of innovation.


The UX Studio Seoul is one of the first open research platforms in the global automotive industry where customers can actively participate in the development of mobility user experience (UX) and apply their insights to UX concepts. Customers can freely explore various future mobility environments, take part in pioneering UX research, and experience firsthand how customer feedback influences vehicle features and their development.

Our vision for the best UX goes beyond convenience to foster a truly inspiring mobility experience. At the heart of this vision is the voice of our customers. UX Studio Seoul is not about delivering a one-way experience – it’s a collaborative hub where customer insights are directly integrated into the actual vehicle development process.

Hyolin Kim Vice President and Head of the Feature Strategy Group at Hyundai Motor Group
Hyolin Kim

Vice President and Head of the Feature Strategy Group at Hyundai Motor Group

The opening of UX Studio Seoul reflects the Group’s commitment to revolutionizing user experiences amidst a paradigm shift driven by electrification and autonomous driving. The studio will showcase the Group’s ability to deliver differentiated value across all aspects of mobility, including driving performance, infotainment systems, and convenience features, ensuring that every touchpoint enhances customers’ mobility experience.

Hyundai Motor Group is opening the ‘UX Studio Seoul’ in Gangnam – an iconic Seoul district and tech startup hub – on July 3.
UX Test Zone offers visitors an opportunity to understand the UX research process through three sections: UX Insight, UX Concept, and UX Validation.
UX Archive Zone documents the Group’s UX journey, offering sensory-themed exhibitions that highlight milestones in the evolution of the Group's UX.
Hyundai Motor Group is opening the ‘UX Studio Seoul’ in Gangnam – an iconic Seoul district and tech startup hub – on July 3. 2.7 MB
UX Test Zone offers visitors an opportunity to understand the UX research process through three sections: UX Insight, UX Concept, and UX Validation. 2.6 MB
UX Archive Zone documents the Group’s UX journey, offering sensory-themed exhibitions that highlight milestones in the evolution of the Group's UX. 2.4 MB
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UX Studio Seoul
UX Test Zone
UX Archive Zone
Hyundai Motor Group is opening the ‘UX Studio Seoul’ in Gangnam – an iconic Seoul district and tech startup hub – on July 3.
UX Test Zone offers visitors an opportunity to understand the UX research process through three sections: UX Insight, UX Concept, and UX Validation.
UX Archive Zone documents the Group’s UX journey, offering sensory-themed exhibitions that highlight milestones in the evolution of the Group's UX.
3 photos Total 7.7 MB
Hyundai Motor Group is opening the ‘UX Studio Seoul’ in Gangnam – an iconic Seoul district and tech startup hub – on July 3. UX Test Zone offers visitors an opportunity to understand the UX research process through three sections: UX Insight, UX Concept, and UX Validation. UX Archive Zone documents the Group’s UX journey, offering sensory-themed exhibitions that highlight milestones in the evolution of the Group's UX.
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Open Lab: Mobility User Interaction and Exhibitions

The first floor of UX Studio Seoul features the ‘Open Lab’, an interactive space divided into three distinct areas: UX Test Zone, SDV Zone, and UX Archive Zone. Each area is thoughtfully designed to provide visitors with unique opportunities to explore the cutting-edge technologies and research processes that define the Group’s approach to mobility UX.

  • UX Test Zone offers visitors an opportunity to understand the UX research process through three sections: UX Insight, UX Concept, and UX Validation.
  • UX Insight introduces the overall UX research process through large displays. Visitors can submit their ideas about mobility UX after experiencing experimental vehicle doors, seats, and center consoles equipped with key UX concepts.
  • UX Concept features a wooden study buck1), allowing visitors to explore various UX concepts such as seating arrangements, storage features, and moving consoles. VR devices enable visitors to experience these features in an immersive environment.
  • UX Validation includes a validation buck2) for driving simulations, where visitors can interact with various in-vehicle devices as part of a virtual driving environment projected on LED panels. The system’s eye-tracker monitors the driver’s gaze, which is then analyzed for test evaluation and validation.

  • A study buck is an experimental prototype created during the vehicle development process, used for usability testing and validation.

  • A validation buck is a life-size simulation model replicating the internal structure of a vehicle, equipped with functional interfaces for testing and evaluation.

  • SDV (Software-defined Vehicle) Zone highlights Hyundai Motor Group’s state-of-the-art SDV hardware and software technology, divided into two sections:
  • E&E Architecture  features the electrical and electronic (E&E) architecture introduced at the ‘Pleos 25’ developer conference. This architecture reduces system complexity by consolidating the high-performance vehicle computer (HPVC) and zone controllers, and enables continuous software updates by decoupling hardware and software developments.
  • SDV Testbed allows visitors to interact with the Group’s next-gen infotainment system, Pleos Connect, based on Android Automotive OS (AAOS). Pleos Connect enables seamless mobile-to-vehicle integration and incorporates the AI voice assistant Gleo AI, allowing advanced voice control of infotainment features.

  • UX Archive Zone documents the Group’s UX journey, offering sensory-themed exhibitions that highlight milestones in the evolution of the brand's UX. The first exhibit, themed around Visual Experience, showcases advancements in information display technologies, such as instrument clusters, center consoles, head-up displays (HUDs), and digital side mirrors.
Hyundai Motor Group is opening the ‘UX Studio Seoul’ in Gangnam – an iconic Seoul district and tech startup hub – on July 3.
UX Test Zone offers visitors an opportunity to understand the UX research process through three sections: UX Insight, UX Concept, and UX Validation.
UX Validation includes a validation buck for driving simulations, where visitors can interact with various in-vehicle devices as part of a virtual driving environment projected on LED panels.
SDV Testbed allows visitors to interact with the Group’s next-gen infotainment system 'Pleos Connect' and the AI voice assistant 'Gleo AI'.
E&E Architecture features the electrical and electronic (E&E) architecture introduced at the ‘Pleos 25’ developer conference.
Hyundai Motor Group is opening the ‘UX Studio Seoul’ in Gangnam – an iconic Seoul district and tech startup hub – on July 3. 1.4 MB
UX Test Zone offers visitors an opportunity to understand the UX research process through three sections: UX Insight, UX Concept, and UX Validation. 2.6 MB
UX Validation includes a validation buck for driving simulations, where visitors can interact with various in-vehicle devices as part of a virtual driving environment projected on LED panels. 2.8 MB
SDV Testbed allows visitors to interact with the Group’s next-gen infotainment system 'Pleos Connect' and the AI voice assistant 'Gleo AI'. 2.9 MB
E&E Architecture features the electrical and electronic (E&E) architecture introduced at the ‘Pleos 25’ developer conference. 2.4 MB
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UX Studio Seoul
UX Test Zone
UX Validation, UX Test Zone
Pleos Connect' and 'Gleo AI' at SDV Testbed, SDV Zone
E&E Architecture, SDV Zone
Hyundai Motor Group is opening the ‘UX Studio Seoul’ in Gangnam – an iconic Seoul district and tech startup hub – on July 3.
UX Test Zone offers visitors an opportunity to understand the UX research process through three sections: UX Insight, UX Concept, and UX Validation.
UX Validation includes a validation buck for driving simulations, where visitors can interact with various in-vehicle devices as part of a virtual driving environment projected on LED panels.
SDV Testbed allows visitors to interact with the Group’s next-gen infotainment system 'Pleos Connect' and the AI voice assistant 'Gleo AI'.
E&E Architecture features the electrical and electronic (E&E) architecture introduced at the ‘Pleos 25’ developer conference.
5 photos Total 12.2 MB
Hyundai Motor Group is opening the ‘UX Studio Seoul’ in Gangnam – an iconic Seoul district and tech startup hub – on July 3. UX Test Zone offers visitors an opportunity to understand the UX research process through three sections: UX Insight, UX Concept, and UX Validation. UX Validation includes a validation buck for driving simulations, where visitors can interact with various in-vehicle devices as part of a virtual driving environment projected on LED panels. SDV Testbed allows visitors to interact with the Group’s next-gen infotainment system 'Pleos Connect' and the AI voice assistant 'Gleo AI'. E&E Architecture features the electrical and electronic (E&E) architecture introduced at the ‘Pleos 25’ developer conference.
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Advanced Research Lab: Immersive Research Space

The ‘Advanced Research Lab’ is an immersive UX research facility located on UX Studio Seoul’s second floor. Its features are divided into three areas: UX Canvas, Feature Development Room, and Simulation Room – Arc. These areas are designed to facilitate in-depth studies and prototype testing for UX researchers and pre-recruited customers.


  • UX Canvas is a multi-purpose space for workshops and seminars between UX researchers and customers.
  • Feature Development Room is a dedicated research lab for the development of individual UX concepts such as autonomous driving UX, high-performance vehicle UX, and human-machine interface (HMI). The room allows a flexible redesign of the space to quickly adapt to various UX concepts and themes. It is only accessible to Hyundai Motor Group UX researchers and selected participants.
  • Simulation Room – Arc allows researchers to validate their UX concepts developed from UX Canvas and the Feature Development Room, using a configurable test buck adaptable from compact sedans to full-size SUVs, six-axis motion simulators, and a large, 191-degree curved display made of 730 LED modules. The room simulates real-world environments, from global cities, and motor racing tracks for high-performance vehicles. The user and driving data are collected through the camera and sensors for future UX research and innovations.

Simulation Room – Arc allows researchers to validate their UX concepts, using a configurable test buck adaptable from compact sedans to full-size SUVs, six-axis motion simulators, and a large, 191-degree curved display made of 730 LED modules.
Simulation Room – Arc allows researchers to validate their UX concepts, using a configurable test buck adaptable from compact sedans to full-size SUVs, six-axis motion simulators, and a large, 191-degree curved display made of 730 LED modules.
UX Canvas is a multi-purpose space for workshops and seminars between UX researchers and customers.
Simulation Room – Arc allows researchers to validate their UX concepts, using a configurable test buck adaptable from compact sedans to full-size SUVs, six-axis motion simulators, and a large, 191-degree curved display made of 730 LED modules. 1.8 MB
Simulation Room – Arc allows researchers to validate their UX concepts, using a configurable test buck adaptable from compact sedans to full-size SUVs, six-axis motion simulators, and a large, 191-degree curved display made of 730 LED modules. 1.8 MB
UX Canvas is a multi-purpose space for workshops and seminars between UX researchers and customers. 1.7 MB
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Simulation Room – Arc
Simulation Room – Arc
Testing 'Pleos Connect' at UX Canvas
Simulation Room – Arc allows researchers to validate their UX concepts, using a configurable test buck adaptable from compact sedans to full-size SUVs, six-axis motion simulators, and a large, 191-degree curved display made of 730 LED modules.
Simulation Room – Arc allows researchers to validate their UX concepts, using a configurable test buck adaptable from compact sedans to full-size SUVs, six-axis motion simulators, and a large, 191-degree curved display made of 730 LED modules.
UX Canvas is a multi-purpose space for workshops and seminars between UX researchers and customers.
3 photos Total 5.2 MB
Simulation Room – Arc allows researchers to validate their UX concepts, using a configurable test buck adaptable from compact sedans to full-size SUVs, six-axis motion simulators, and a large, 191-degree curved display made of 730 LED modules. Simulation Room – Arc allows researchers to validate their UX concepts, using a configurable test buck adaptable from compact sedans to full-size SUVs, six-axis motion simulators, and a large, 191-degree curved display made of 730 LED modules. UX Canvas is a multi-purpose space for workshops and seminars between UX researchers and customers.
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Hyundai Motor Group is operating its global UX Studios in cities around the world, including Shanghai, Frankfurt, and Irvine, CA. to incorporate region-specific user feedback into UX concept development. The Group aims to integrate user preferences worldwide in their vehicle designs, delivering consistent innovation and value across markets.


UX Studio Seoul replaces the original UX Studio, which opened in Seocho in 2021, offering an expanded and more accessible space for visitors. Situated at Hyundai Motor’s office in Gangnam, Seoul, the facility aims to deliver the Group’s core values of mobility UX more effectively to a wider audience.


Previously, the UX Studio served as an internal collaboration platform for Hyundai Motor Group researchers across vehicle planning, design, and engineering. User research, a key component of the UX development process, was conducted privately, involving selected customers.


For more information about the Group’s UX Studios or to reserve an experience program, visit https://www.hyundai.co.kr/uxstudio.

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Daehyun Shin
daehyun.shin@hyundai.com
Global PR Strategy & Planning · Hyundai Motor Company


Disclaimer: Hyundai Motor Group believes the information contained herein to be accurate at the time of release. However, the company may upload new or updated information if required and assumes that it is not liable for the accuracy of any information interpreted and used by the reader.

About Hyundai Motor Group

Hyundai Motor Group is a global enterprise that has created a value chain based on mobility, steel and construction, as well as logistics, finance, IT and service. With about 250,000 employees worldwide, the Group’s mobility brands include Hyundai, Kia and Genesis. Armed with creative thinking, cooperative communication and the will to take on any challenges, we strive to create a better future for all.


More information about Hyundai Motor and its products can be found at:

http://www.hyundaimotorgroup.com or Newsroom: Media Hub by Hyundai , Kia Global Media Center (kianewscenter.com) , Genesis Global Newsroom

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