“A space dominated by the absence of any traditional marketing tool, no clutter, no distraction” this is, in the words of Chris Van Dujin, partner and director of OMA / AMO, the new Hyundai dealer space inaugurated in Seoul representing the new global prototype for Genesis brand stores worldwide. The director of OMA / AMO Asia continues “We created an environment that tells more about the car and the Genesis brand than any logo, poster or LED display would be able to. The space is dominated by the total absence of any traditional marketing tool: no clutter, no distraction”. AMO and Hyundai created a calm and minimalist shop, which recalls an exhibition space in the classical sense. The result is a dealership that allows more freedom of interaction between buyer, seller and object. Samir Bantal, project leader: “As a car enthusiast myself, it was a pleasure to lead the work on a new concept for automotive retail which is more in line with the way people buy cars now”. Unlike a typical dealer, cars are exposed on shiny floors; the bargaining takes place in closed rooms, the vehicle is treated as an art object. The focus is exclusively on the vehicle, emphasized by a palette of soft colors and different materials (cement, copper, felt, oak, leather). The light enters from the elongated ceiling and is variable. In Seoul the Dutch practice realizes to Hyundai dealer similar to a minimal showroom where the customer personalizes the car experience.