2023-06-24 08:50:48
Enter2023.06.24 17:50 Edit2023.06.24 17:50
Chevrolet, GMC, Cadillac are all there… The House of GM
On the 21st, I visited ‘The House of GM’, the GM (General Motors) brand integrated exhibition hall located in Dosan-daero, Gangnam-gu, Seoul. It is a two-story building where GM gathers brands such as Chevrolet, GMC, and Cadillac to show its brand identity and heritage.
‘The House of GM’ in Gangnam-gu, Seoul. Video = Reporter Shin Yong-hyun
The unique exterior catches the eye before entering the entrance. Arched windows and a grid pattern are applied, which is a design inspired by GM’s first factory in the US, ‘Factory One’. The full-length windows that let you see the inside clearly draw attention to the exhibited vehicles even from the outside. Upon entering the first floor, an older Chevrolet Impala model greets visitors. This 1962 model is a collaboration work with custom designer Seo Woo-tak. It was somewhat disappointing that it was not possible to open the vehicle door or go inside, but it exudes a unique charm that makes you want to go inside the building with the response of “Oh, what is that?”
‘The House of GM’ in Gangnam-gu, Seoul. Video = Reporter Shin Yong-hyun
Next to the custom Impala is a Chevrolet Tahoe model. From this day, you can ride the Tahoe on display and operate the devices in the indoor space. Just before the Tahoe exhibition, GM’s Trax crossover was placed. An official from the site explained, “The exact cycle has not been decided regarding the replacement of the exhibition vehicle,” but “we plan to organize it so that you can experience various models of GM.”
‘The House of GM’ in Gangnam-gu, Seoul. Photo = Reporter Shin Yong-hyun
Inside, there is also an experience-type space where you can make your own pouch by recycling car airbags. You must make a reservation in advance through Naver. On the wall of the stairs leading up to the second floor, there is a digital signboard introducing the history of GM. It introduces the first record and history achieved by GM, and also shows the concept car that gives a glimpse into the future of GM.
‘The House of GM’ in Gangnam-gu, Seoul. Video = Reporter Shin Yong-hyun
When I went up to the second floor, the atmosphere was different from the first floor, which gave off a bright feeling once morest a white background. The combination of dark and yellow light bulbs made it look like a high-end cafe. Here, you can receive information regarding vehicle test drives, and if you need more information regarding vehicles, the resident masters will explain in detail.
‘The House of GM’ in Gangnam-gu, Seoul. Video = Reporter Shin Yong-hyun
The vehicles on display on the second floor are GMC’s full-size pickup truck Sierra and Cadillac’s Escalade. Sierra test drive is only available here. On the 14th, a handover ceremony was held at The House of GM for the first buyers who personally test-drived the Sierra and completed an online contract. The House of GM is an integrated brand exhibition hall operated by GM and is the only one in the world. GM’s major models, including the Cadillac electric Lyric, scheduled to be released in the second half of this year, will also be exhibited at The House of GM.
Shin Yong-hyun, Hankyung.com reporter yonghyun@hankyung.com
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