UX Studio Seoul is changing how Hyundai designs cars. The newly launched public lab invites everyday drivers to help shape future vehicles. Located in Gangnam-gu, Seoul, UX Studio Seoul officially opens this week with a mission to connect consumer feedback to vehicle development.
From the moment visitors step inside, they experience next-generation mobility firsthand. The lab features futuristic driving simulators, customizable car interiors, and interactive panels. Furthermore, participants can test everything from steering wheel positions to seating layouts. These interactions allow engineers to gather direct feedback and preferences.
For example, a wooden prototype lets users move seats and steering wheels like puzzle pieces. One visitor found the knee space too tight in a specific layout. As a result, staff immediately noted the comment, explaining it would inform future interior designs. UX Studio Seoul uses this type of feedback to fine-tune upcoming Hyundai, Kia, and Genesis models.
Meanwhile, in the simulation room, users sit in a real Genesis GV70. The simulator recreates real-world driving scenarios using an LED screen. Hyundai collects data on eye movements, hand positions, and device interactions during the drive. These insights help improve safety systems and user interfaces.
On both sides of the showroom, the company showcases key mobility technologies. In addition, a transparent prototype displays Hyundai’s Electric-Global Modular Platform and software-defined vehicle systems. It mimics a neural network, revealing how digital and mechanical systems work together.
Upstairs, the experience becomes even more advanced. Pre-recruited participants can try simulations of city driving around the world. Moreover, engineers observe interactions in greater detail, using the data for high-precision design improvements. These labs cover various vehicle types, including commercial models and sports cars.
Kim Hyo-lin, head of Hyundai’s feature strategy division, emphasized collaboration. She said UX Studio Seoul is more than a display—it’s a co-creation hub. By integrating real user data, Hyundai aims to develop vehicles that meet true consumer needs.
With UX Studio Seoul, Hyundai moves closer to user-centered innovation. Ultimately, the lab sets a global example in designing vehicles for real people, based on real-world input.
