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Brief Published: 11 Sep 2015

Hyundai Exhibits Cultural Capital With Branded Experiences

Hyundai Card Factory

Trading on the banking industry's continuing need to rebuild trust following the global financial crisis of 2008, Korean credit card issuer Hyundai Card has opened up its manufacturing facility to customers, offering a unique look behind the scenes of the bank's operations.

Customers can bring three guests for a tour to learn more about the credit card production process and history, as well as access additional facilities including an in-house café and reading room featuring a selection of design books.

Located inside the company's headquarters in Seoul's financial district, the space – designed by local architect Choi Wook – remains a functional factory, but is also presented as an art installation and historical archive. The interiors draw on the heritage of Hyundai Card, with features including a 'history wall' of 102 different card plates developed by the company since its inception in 2001. For more on the potential of promoting heritage, regardless of the age of the brand, see Monetising Brand Heritage and 21st-Century Archives.

Similar projects include Seoul's Hyundai Card Design Library, launched in 2013 and described as a space to counter the lack of design libraries and museums, despite high numbers of young design enthusiasts. In June 2015 it launched The Hyundai Card Music Library – a concept located in one of Seoul's most international neighbourhoods, Itaewon. It offers a space for up-and-coming talent to rehearse and perform. Both spaces are branded as cultural hubs accessible exclusively to Hyundai Card members.

For more on how brands are letting customers behind the scenes, see Exploiting Insider Access and Show & Tell Retail: Revealing the Product Journey. For more on redefining the modern banking experience, see Female-Focused Retail, Banking Made Beautiful and Transparent Banking. See also Natwest's unorthodox new branch concept design in the upcoming report Beta Brandscapes, part of our new Get Real Macro Trend.