Innovative And Sustainable Future Mobility, Kia360 Reopens In Seoul

Kia Corporation recently announced the reopening of its first public space dedicated to showcasing its new brand offerings, Kia360, in southern Seoul. Its brand offering includes future mobility lifestyles, electrified sustainable mobility solutions and design innovations. 

This action was inspired by Kia’s new brand strategy, ‘Empowering customers with its inspiring movements’. This venue was first opened in 2017 and was known then as BEAT360. 

Throughout the 1,900 square meter building, visitors can experience the company’s brand sensibilities through interactive participation, communication and empathy. 

“Kia360 is a venue illuminating the purpose of Kia’s new branding: Creating the space and time that inspire our customers to bring their ideas to real life,” said Senior Vice President and Head of the Global Brand and Customer Experience Division at Kia, Artur Martins. 

“We invite visitors to immerse themselves in Kia360’s interactive and communicative displays and catch a glimpse of Kia’s new direction for providing clean and sustainable mobility solutions, as well as stylish mobility lifestyles.”

New brand-representative colours, Midnight Black and Polar White, have been used for the exterior of the building. 

As for the interior, it is made up of three experiential zones - the Brand & Design Zone, the EV Life Zone, and the Kia User Zone - that are connected. 

The Brand & Design Zone is designed to project the “DNA” of Kia under the new name change and brand strategy. This zone features three thematic spaces: “New Journey” (where new Kia vehicles are displayed); “Inspiring Universe” (where visitors can ponder over their inspirations via interactive digital media contents); and “Opposites United” (where visitors can visually grasp Kia’s new design philosophy ‘Opposites United’ through impressive thought-provoking media art fusing opposing concepts). 

Following that, the EV Life Zone is designed so that visitors can gauge the future mobility life of the electrification era. This zone features the EV Charge (an experiential booth where one can see various information related to electric vehicles, including a model EV charger); the EV Ride (a hoverboard on which a participant can dynamically drive on a virtual circuit guided by an LED screen); and the Connected House (an experiential cabin in which a participant can visualise the future of connected mobility and lifestyles with the help of motion-detection sensors). 

Next, the Kia User Zone is designed to provide various driving-related information, including customised consultancy for visitors considering a vehicle purchase. Within this zone, visitors can also configure the options of the vehicle using a digital three-dimensional configurator and even consult with a Kia sales representative. 

Also included in this zone is a space entitled the “EV Tap & Tip,” which is dedicated to offering useful real-life information related to electric vehicles and showcasing Kia’s diverse partnership-related contents. In addition to that, the “AI Space” enables visitors to virtual experience the various advanced driver assistance systems (ADAS) applied to Kia vehicles via artificial intelligence technology.

Due to the ongoing pandemic and the contact-free trend, visitors can receive general information about Kia360 from digital kiosks and the floor guide from their smartphones using the QR code.

Kia plans to continue to develop Kia360 and its interactive contents in the future through diverse customer-oriented exhibitions and product-experiential displays.