GM opens Seoul Advanced Design Studio

With a renewed focus on designing, building and selling the world’s best vehicles, General Motors has announced the opening of the Seoul Advanced Design Studio in the heart of the 2010 World Design Capital. The studio is based in the city’s Gangnam area, which is considered not only the most exciting and stylish part of Korea’s capital, but also one of the world’s trendiest neighbourhoods.

“Our car designers get inspiration from life and Gangnam is a place where people worship design, style and fashion,” said Ed Welburn, GM Vice President of Global Design. “Our Korean designers will sample perfection every day surrounded by some of the top brands and fashion houses in the world and this ideal location will nurture their creative souls.”

GM Daewoo President and CEO Mike Arcamone said that design will continue to be a key to the company’s success. “Our award-winning Korean designers were responsible for the Chevrolet Cruze, Spark and yet to be launched Aveo,” said Arcamone. “Seoul Advanced Design Studio demonstrates GM’s support of GM Daewoo, and in turn, our support for Seoul’s year long initiative aimed at capitalising on its World Design Capital status.”

One of 10 GM global design centers and the design base for GM’s global mini and small vehicles, the GM Daewoo Design Center has relocated its advanced design function to Seoul from its headquarters in Bupyeong, Incheon, in order to enhance its function and specialty.

Its location in Gangnam puts the Seoul Advanced Design Studio in the heart of the nation’s center of culture, the arts, fashion and industry. It will enable the new organization to participate in the extensive series of design programs being carried out in Seoul, which succeeded Torino, Italy, as World Design Capital. Gangnam is one of Seoul’s most affluent neighbourhoods and a shopping haven, home to dozens of global and Korean brands, and hundreds of trendy clubs and restaurants and art galleries.

Thirty designers and other employees are based at the Seoul Advanced Design Studio. They specialise in both exterior and interior styling of global mini and small vehicles, research on trends in colours and materials, and advanced electronics, digital design, and studio engineering. Their work will help set the future design direction for GM Daewoo and General Motors.

In celebration of the new design studio’s opening, GM hosted a trends show aptly themed “TrendSpotter” at the stylish Woo Bar at Seoul’s W Hotel. Experts provided insight into future design trends for vehicles as well as culture, fashion and lifestyle. VIP guests included Seoul Vice Mayor Kyeongwon Chung and Canadian Ambassador to Korea Ted Lipman, along with celebrities, fashionistas, design professionals, industry leaders and lifestyle/fashion media.

“Seoul Advanced Design Studio will be at the forefront of fashion, the arts, culture and business. It will provide an ideal environment for our designers, who benefit from constant inspiration and stimuli,” said GM Daewoo Design Center Vice President Tae-wan Kim. “There is no better way to celebrate the Seoul Advanced Design Studio’s launch while showing our commitment to becoming a global leader in automotive design than hosting a high-image trend show with trend leaders and influencers from across Korea.”