Busan Automotive Museum

This proposal for a new automotive museum and cultural destination was developed through a forward-looking approach focused on future trends in experiential environments. The concept positions the museum as an immersive, narrative-led space - guiding visitors through a continuous journey from arrival to departure. Architecture and experience are tightly interwoven to celebrate past, present and future innovations in the automotive industry.

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The design draws inspiration from the geometry and movement of racetracks, carving dynamic surfaces into the ground plane and allowing curved planes to emerge from the landscape. A flexible visitor experience model was developed, structured around four distinct modes of engagement. A dramatic atrium showcases premium vehicles with 360-degree oblique views, while adjacent exhibition halls use immersive digital technology to create emotionally resonant, memory-rich experiences.

Project Information

Sector

Commercial

Location

Busan, South Korea

Year

2020

Status

Active

Collaborators

Project Details

Urban Integration

A key urban move was the connection of the museum site to adjacent green spaces. By aligning the development along an axis with Omok Park at the heart of the district, the proposal establishes an active landscape corridor - drawing soft greenery into the site and linking the museum to a wider civic context.

Retail & Lifestyle Concept

The adjoining retail and lifestyle destination builds on emerging trends in well-being, digital experience and integrated nature. Internal streets and atria are framed by lush planting, while vertical gardens animate the façades. The result is a spatial experience that is as much about atmosphere and interaction as it is about commerce.

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Experiential Automotive Museum

Project Details