[Report] GV60 Transforms into a Game Console — Creativity Exhibition by Hyundai Motor Group at Seongsu

Hyundai Motor Group’s ‘ZER01NE Day’ Opens in Seongsu-dong

Exhibition Featuring Creators and Startups

Vehicles Transform into Game Machines—‘Future Garage’

See ‘Spot,’ the Robot Dog Once Guarding Chairman Chung Eui-sun

In front of the Genesis GV60, a large screen displays a game. From the driver’s seat, the steering wheel and pedals respond to the game’s visuals, offering an immersive gaming experience. This is the vision of the future electric vehicle (EV) charging station imagined by the project group “Auspicious Landscape.”

ZER01NE, sponsored by Hyundai Motor Group, opened the “2024 ZER01NE Day” exhibition in Seongsu-dong, Seoul, on the 23rd. Running for five days until the 27th, the exhibition showcases creative works developed through collaborations between Hyundai Motor Group and various talented individuals. Some of these projects may evolve into actual Hyundai Motor Group businesses. Hyundai executives, including Heung-soo Kim, Executive Vice President of Global Strategy, visited the venue.

ZER01NE is a creative space and talent platform established by Hyundai Motor Group to foster an ecosystem of innovation. It brings together creators, startups, and Hyundai employees—both internal and external—to collaborate and communicate on shaping the future of mobility.

At this year’s ZER01NE Day, participants from diverse fields present their own projects and business models. The exhibition is divided into two main categories: creators and startups.

One of the most eye-catching displays is the “Future Garage,” a futuristic EV charging station concept. Created through collaboration between Hyundai Motor and Kia’s Namyang Research Center and the Gyeonggi Content Agency, the installation reimagines the EV charging experience.

In front of the GV60 display car stands a large media wall where various digital content can be enjoyed. During the exhibition, visitors can play games connected between the vehicle and the screen. When the charging plug is inserted, the car transforms into a gaming machine. The steering wheel, pedals, and even the hazard button become controls for the on-screen game.

But it’s more than just gaming. Products advertised in the real world appear naturally as in-game items, allowing users to experience them in reality—for example, redeeming in-game points for discounts at physical stores. The boundary between virtual and real worlds blurs.

A project representative explained, “Our vision for EV charging stations is to make them spaces where people can experience diverse content while charging. The transition from gaming experiences to new forms of advertising experiences is at the heart of this business model.”

Although “Future Garage” was the main game-focused display, it’s known that both ZER01NE and Hyundai Motor Group are developing various in-vehicle gaming contents to enhance user experience. As Hyundai moves toward becoming a Software-Defined Vehicle (SDV) company, innovative in-car entertainment like this is expected to become more common in the near future.

On the rooftop exhibition space, an installation titled “Lunar Habitat Plan: 100 Days Before Humanity’s Arrival” depicts a vision of a space city that could be constructed using robots and artificial intelligence (AI). Visitors can also meet “Spot,” the quadruped robot dog that gained fame after appearing alongside Hyundai Motor Group Chairman Chung Eui-sun at CES 2022.

Anyone curious about the future imagined by Hyundai’s creative talents should visit Seongsu-dong in person. Admission is free, and visitors might capture unique “life shots” in this fashion-forward neighborhood while exploring the theme of future mobility.