General Motors is set to open ‘The House of GM’ on May 5th, the first integrated brand space in Korea where global brands Chevrolet, Cadillac, and GMC can be experienced together. This marks the beginning of a full-scale integrated brand communication.
Located in a two-story building near Dosan-daero in Gangnam, The House of GM is designed as part of GM’s multi-brand strategy to strengthen its presence in the domestic market, showcasing the American brand experience with inspiration from the heritage site of Factory One, the starting point for GM.
In this newly opened space, GM plans to exhibit signature models from Chevrolet, Cadillac, and GMC, while conveying the evolving value of its three global brands and allowing consumers to experience authentic American culture and lifestyle firsthand.
Jung Jung-yoon, Chief Marketing Officer of GM Korea, stated, “The House of GM will serve as a meaningful space for communication with customers by showcasing the differentiated products and brand values of the newly evolving authentic American brands, Chevrolet, Cadillac, and GMC. It aims to solidify its position in the premium import and luxury market and build its identity as a true American brand with the opening of its first integrated brand space in Korea.”
The House of GM aims to provide customers with a unique brand experience beyond a simple showroom concept. It will offer private product experiences, art collaborations, and continuous experiential programs to enhance brand value.
Among the ongoing programs at the brand space will be a test drive where customers can directly experience signature models from GM’s global portfolio. There will also be customer experience content to convey GM’s products and brand values. Specifically, on the second floor, a special customer lounge will feature a unique customer experience guide, the ‘Master’, to support online purchasing journey experiences and provide detailed product explanations.
The ongoing program ‘Journey of GM’ will be conducted in the form of a QR stamp rally mission, where visitors can explore the exhibition hall by finding hidden QR codes. Participants will visit check-in, art walk, GM brand way, signature model display areas, and open lounge to experience GM’s heritage. Those who complete the mission will receive a small commemorative gift.
Additionally, throughout May, various exhibitions, experiential programs, and customer events will be held to celebrate the opening of The House of GM. An art collaboration program will showcase the unique American custom car culture and hot rods in an exhibition with automotive custom designer and the founder of Luis Steel Custom, Seo Wootak.
Moreover, an ‘Upcycling DIY Workshop’ will also be conducted throughout May, in collaboration with the upcycling brand ‘Continue’. Participants will be able to create pouches using recycled car airbags. This program allows participants to experience sustainability in the automotive industry through recycling and recreation, operating four times a day for six teams, and prior reservation is required.
Meanwhile, GM will hold an opening ceremony on May 4th, inviting company leadership, major product ambassadors, and lifestyle influencers. In celebration of Children’s Day on May 5th, special gifts such as paper toys and diecast cars will be provided on-site to child visitors until May 7th.
Detailed information on exhibitions, test drives, and experience programs can be found on The House of GM’s official website and the social media channels of Chevrolet, GMC, and Cadillac.
Lee Sang-jin daedusj@autodiary.kr