Extruded building ID
In 2017, Hyundai opened a new Motorstudio in Goyang, South Korea. Combining sales, branding, and exhibition spaces, the massive, DMAA-designed structure encloses over 63,000m² of floor space. 2x4 was approached to craft an environmental graphics system that could make the building easily navigable for visitors. Our design system, comprised of wayfinding, environmental signage, and supergraphics, uses a modular approach, adopting different styles for different sections of the building's program. The result is a synthetic visual identity that clarifies visitor paths while responding to the varied spaces of the complex.


Motorstudio exterior
Exterior wayfinding signage
Hyundai Motorstudio cafe
Motorstudio shop
Auditorium entrance
Service center
Store bags