SEOUL — Hyundai Motor Group is giving visitors a chance to experience science rather than simply read about it, launching an interactive exhibition in Seoul that offers a preview of its plans for a much bigger science attraction.
The group’s “Have Fun with Science” pop-up exhibition at Hyundai Motorstudio Seoul features 12 interactive exhibits, including a Chain Reaction experience designed to let visitors directly explore scientific principles.
The exhibition is being developed in collaboration with San Francisco’s renowned Exploratorium, whose hands-on approach is being used as a reference for Hyundai’s planned interactive science museum.
Rather than treating science as something confined to textbooks, the exhibition emphasizes experimentation and participation. Hyundai is also using visitor feedback from the pop-up to help shape the content and operating strategy of its future museum.
That larger project is expected to open in 2032 at Hyundai Motor Group’s Global Business Complex in Seoul’s Samseong-dong area.
The temporary exhibition, running from Oct. 6 to Dec. 15, therefore serves as more than a short-term attraction. It gives Hyundai an opportunity to test what kinds of interactive science experiences capture visitors’ attention before the permanent facility takes shape.
The move also highlights Hyundai Motor Group’s broader effort to expand beyond automobiles and create new cultural and educational experiences around science, technology and innovation.
For visitors, the message is simple: science is becoming something to touch, test and experience.
And with Hyundai’s much larger science museum still years away, the Seoul pop-up could be the first glimpse of what is coming next.
WWC ONE MEDIA G,A
