Hyundai to debut multi-sensory showcase

Car manufacturer Hyundai is exploring how senses affect emotional states when driving, with the launch of House of Hyundai - The Sensory Journey.

Perfume will be explored in one of the six zones
Perfume will be explored in one of the six zones

The immersive experience is taking place from 4-5 November in Soho, London and aims to inspire and excite drivers, helping to make their journeys better.

Guests will travel through six sensory zones, meeting cutting edge innovators and experiencing future innovations along the way, all whilst enjoying a drink and listening to the ultimate driving playlist. 

The six zones at House of Hyundai include ByBorre - showcasing how a textile innovator is developing a new interface between humans and computers including cold plasma technology. The car seat of the future could even clean the air of pollution. At 4160 Tuesdays, visitors can view cutting edge techniques to create hand crafted perfumes which are highly personalised. Perfumer Sarah McCartney will be exploring the future of in-car scent to capture the perfect drive experience.

In the Candy Mechanic zone, Hyundai will explore what happens when you combine 3D technology with food production to create sweets modelled on just about anything, offering a completely new take on the car sweet.

The Blackbee Films zone meanwhile will feature cinematography applied to drone filming to create a film of the UK’s best driving road.

A further zone will focus on Spotify and how the Swedish tech firm put the ‘main’ into stream when it comes to music. Being at the forefront of some of the world’s biggest curations has allowed Spotify to compile the ultimate driving playlist, which Hyundai will be playing through the night.

At Project IONIQ, the world of future mobility will be explored. Project IONIQ is a long-term research and development project that will predict and redefine how people will travel in the future. Visitors can learn about the first outcome of this project, the new Hyundai IONIQ, the world’s first car offering three electrified powertrains within one body type and which represents the next-generation of eco-friendly vehicles. 

Hyundai Motor UK launched a 'fan dome' experience in King's Cross, London, which hosted 45,000 guests across 45 games during Euro 2016, as part of its sponsorship of the football tournament. Last year, Huyndai used 11 of its Genesis cars to send a message to an astronaut at the International Space Station.

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