Busan - Experiential Automotive Museum

Landmark Destination and Multi-Venue Experience 

HETA were approached to design a new automotive multi-venue experience in Busan which will celebrate the legacy of cars within a landmark museum and immersive exhibition. The brief called for an iconic destination for local & international visitors, to build partnerships with brands & organisations and to showcase and sell premium cars

Appealing to Enthusiasts and Non-Enthusiasts 

An insight-led approach examined future trends in experiential museums and immersive experiences. This generated a concept that weaves a continuous narrative throughout the museum, engaging visitors from arrival to departure. The holistic museum experience seeks to appeal to both car enthusiasts and non-enthusiasts through a strong experiential thread linking a multi-sensory museum experience with a high-quality dining & VIP refined experience. 

Abstraction of Fluid Forms in Motion 

The proposal is essentially two elements: a ground-borne building and an upper aerodynamic form. The carved ground plane is inspired by the geometry and movement of racetracks with curved surfaces and planes emerging from the landscape. The active ground plane provides opportunities for external car curated displays and a public realm strategy with provision for car show events. The upper form is inspired by the form, language, and materiality of supercars. Two aerodynamic, fluid forms in motion are held together in a state of tension and poise. The expressive facade is informed by environmental analysis and orientation for optimal views. 

Every Car Must Be Special 

HETA developed a museum visitor experience based on four types of display zoning for past, present, and future collections. The past exhibition seeks to enhance the appeal of the classic cars as individual and special objects within the space. Premium cars benefit from 360-degree oblique views within a dynamic atrium space. Special exhibition rooms use digital technology to create immersive experiences and lasting memories with the brand. Future exhibitions use digital technology to aid education and learning of future brands & technologies.

The sculptural helical ramp has a key function in leading visitors on a descending journey through the exhibition levels. It is an orientating device providing clarity of wayfinding and simplicity of navigation.

Net Zero Design Philosophy 

The design of the museum is informed by analysis of environmental context in Busan and underpinned with passive environmental strategies. The large multi-functional roof acts as a climate moderator, reducing temperature fluctuations throughout the seasons. Glass-roofed atria provide natural daylight and drive natural ventilation. Generous roof terraces are used for external curated displays and events with the additional benefit of rainwater harvesting and energy generation. 

Wellbeing is an integral part of the Heta design process with a bespoke framework ensuring wellness principals are positive for end-users and deliver tangible benefits to owners and developers. Air quality management and access to nature were key design considerations from the outset.