78, World Cup buk-ro 6-gil, Mapo-gu, Seoul, Republic of Korea
T +2 333 0144
F +2 333 0145
info@oftn.kr
T +2 333 0144
F +2 333 0145
info@oftn.kr
oftn studio is a Seoul-based spatial design studio working across retail, brand experience, hospitality, and lifestyle environments.
our work explores how space, objects, and everyday experiences can be reinterpreted to create meaningful and lasting spatial narratives.
we coined the term “of thingness” to describe the inherent objectivity found in things. our work focuses on reinterpreting this sense of thingness, recognizing that small, everyday elements often hold the power to create meaningful change. Through a different perspective on the ordinary, new possibilities for transformation emerge.
KIA PBV Experience Center는 기아가 제시하는 PBV(Purpose Built Vehicle)의 개념을 단순히 설명하거나 전시하는 공간이 아니라, PBV가 만들어내는 새로운 사용 방식과 라이프스타일을 직접 경험할 수 있도록 설계된 브랜드 경험 플랫폼이다.
오픈스튜디오는 PBV가 지닌 가변성과 확장성, 모듈형 구조를 공간과 집기 시스템 전반에 적용하여 차량의 개념을 공간 언어로 번역하는 데 집중했다. PBV가 사용자의 목적에 따라 끊임없이 변형되는 이동 수단인 것처럼, Experience Center 역시 하나의 고정된 레이아웃이 아닌 다양한 프로그램에 따라 변화하는 공간 시스템으로 계획되었다.
무빙 월과 가변형 모듈 구조를 통해 공간은 쇼케이스, 프레젠테이션, 체험, 워크숍 등 다양한 형태로 전환될 수 있으며, 이러한 변형 과정 자체가 PBV의 유연한 사용 개념을 직관적으로 전달하는 장치가 된다.특히 본 프로젝트에서는 테이블, 선반, 디스플레이 스탠드 등 집기와 액세서리까지 규격화된 모듈 시스템으로 설계하여 필요에 따라 결합·분리·재배치가 가능하도록 구성했다.
사용자는 공간 안에서 집기를 직접 이동시키고 조합하는 과정을 통해 PBV의 ‘Purpose-built’ 개념을 자연스럽게 경험하게 된다.결과적으로 KIA PBV Experience Center는 PBV의 기술적 특징을 설명하는 공간을 넘어, 가변성과 모듈성이라는 개념을 공간, 집기, 그리고 사용자 경험 전반에 걸쳐 통합적으로 구현한 브랜드 경험 환경이다.
KIA PBV Experience Center is not simply a space that explains or exhibits the concept of PBV (Purpose Built Vehicle) proposed by Kia. Rather, it is designed as a brand experience platform where visitors can directly experience the new modes of use and lifestyles enabled by PBV.
oftn studio focused on translating the characteristics of PBV—its flexibility, scalability, and modular structure—into spatial language by applying these principles throughout the space and furniture system. Just as PBV is not a fixed vehicle but a mobility solution that continuously adapts to the user’s purpose and situation, the Experience Center was conceived as a spatial system that can transform according to different programs rather than maintaining a fixed layout.
Through moving walls and a flexible modular system, the space can be reconfigured into various formats such as showcases, presentations, experiential zones, workshops, or community events. This process of transformation itself functions as an intuitive device that communicates the flexible usage concept of PBV.
a key feature of the project is the modular approach extended to furniture and accessories. Tables, shelves, display stands, and other elements were designed within a standardized modular system, allowing them to be combined, separated, and rearranged according to different purposes and content. By directly moving and recomposing these elements, users naturally experience the core PBV concept of “purpose-built” design.
ultimately, the KIA PBV Experience Center goes beyond explaining the technical features of PBV. It presents an integrated brand experience environment where the concepts of flexibility and modularity are embodied across space, furniture, and user interaction.
Location Pyeongtaek, Korea
Year 2025
Area 800sqm
Program brand experience space
Client innocean
