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House of Hyundai sensory experience opens in London

As part of Hyundai’s quest to make people’s journeys better, the Korean carmaker has opened a sensory experience showcase in the heart of London’s Soho.

With a view to inspiring people to have a better drive, the company has been working with cutting-edge innovators to look at how the senses affect our emotional state when driving.

House of Hyundai comprises six zones made up of the five key senses, as well as a sixth, Project IONIQ – an initiative that brings together researchers and academics to look at the future of mobility.

The ‘sense’ zones at House of Hyundai are curated by:  

  • Borre Akkersdijk, a textile innovator whose Lab ByBorre design studio is developing a new interface between humans and computers including cold plasma technology.  Borre’s technology could mean the car seat of the future would clean pollution from the air
  • Perfumier Sarah McCartney of 4160 Tuesdays, who uses cutting edge techniques to create hand-crafted perfumes which are highly personalised.  Sarah will be exploring the future of in-car scent 
  • Candy Mechanics, a firm which combines 3D technology with food production to create sweets modelled on, well, just about anything. The ‘mini candy factory’ it is bringing to House of Hyundai will show a completely new take on the traditional car sweet
  • Blackbee Films who have combined cinematography principles with drone filming and applied both to the UK’s best driving road. Imagine if you could see what your journey will be like from a drone’s-eye view before you set off in the future
  • Spotify, the Swedish tech firm that 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 we’ll be playing throughout the evening.  Click here to listen to the playlist

The final zone is curated by Project IONIQ, which explores what mobility will look like in 2030, by which time two-thirds of the global population is expected to be living in ‘mega cities’. 

Project IONIQ is a long-term research and development project designed to predict and redefine how people will travel in the future.

Visitors to House of Hyundai will also learn about megatrends that Hyundai predicts will shape the future of the car industry by 2030 as well as the new Hyundai IONIQ – the world’s first car offering three electrified powertrains in one body type with a choice of hybrid, electric or plug-in hybrid.

The House of Hyundai is open to the public from 4-5 November 2016, 6.30pm – 9pm at Unit London, 147 Wardour Street, Soho, London, W1F 8WD.  

A few tickets are still available at