Project Description Cars may seem to exist for constant movement, yet most of their lives are spent standing still. Increasingly, the automobile is no longer just a vehicle for transport but a platform for rethinking how parked time can be transformed into meaningful experiences. Room No. α imagines future mobility with the Generation Alpha, expanding the parking space into both a private room and a shared living space. This project is a collaboration between Hyundai Motor’s ZER01NE Incubation Team, MSV Engineering Solutions, XR-content studio CLICKED, and ZER01NE LAB creators The Concierges (Hongik University’s MR Media Lab and Digital Serotonin). Together, they reconfigure the Kia PV5 into a new PBV (Purpose Built Vehicle) interior environment. Through MR/VR content and a dedicated app, visitors can experience how the vehicle’s interior can shift into modes for learning, gaming, or caregiving. Parking-specialized modes, clean mobility functions, and personalized updates are introduced as technologies designed not for movement alone but for staying—emphasizing experience over function. With a focus on the Generation Alpha, ideas developed in workshops with 214 students from Seoul Digitech High School are reflected in the exhibition. Their proposals, from educational content to inclusive gaming scenarios, extend the car beyond a consumer product into a platform for shared design and memory-making across generations. Room No. α expands the future of the automobile from movement into space, presenting mobility as a co-created experience shaped all together. About the Creator The Concierges—composed of Hongik University’s MR Media Lab and Digital Serotonin (Karo, Sungmin Cho)—collaborate with Hyundai Motor Company’s MSV Engineering Solutions Team to reimagine the parked vehicle not as a simple resting place, but as an “ideal room” for the Generation Alpha. Through ZER01NE LAB, they position themselves as a type of concierge, reading the tastes and desires of future users and proposing spaces that feel personally tailored. MR Media Lab reworked the Kia PV5 and designed an interior MR experience using 3D assets, while Digital Serotonin developed scenarios, soundscapes, and a dedicated app that extends the experience beyond the vehicle itself, in collaboration with students from Seoul Digitech High School.

Curator's Note Automobility promises endless circulation, but the car’s truth is immobility—most of its time spent idle, waiting. Privately owned vehicles remain parked far longer than they are in motion. In a near future where public transit and robotaxis fulfill most mobility needs, what meaning might time and space shared with a vehicle carry? Room No. α reconsiders the value of this “parked time.” Can the hours a vehicle spends at rest be transformed into assets of experience? Could the car extend beyond transport to become a living space for individuals and families, inhabiting both driving and parking? Room No. α revisits the value of mobility through the lens of the Generation Alpha and the PBV (Purpose Built Vehicle). In megacities constrained by limited housing, and in a post-pandemic era where online learning and remote work have merged life’s stages, the need for personalized spaces of rest has grown acute. Developed by The Concierges (Hongik University’s MR Media Lab and Digital Serotonin), together with Hyundai Motor’s MSV Engineering Solutions team, the project focuses on the spatial value of the Kia PV5. They transform parked time into personalized layouts for living, using MR/VR content and a dedicated app. Even users with no driving experience can adapt the vehicle interior for different purposes through the app, reframing mobility as a cultural and creative ‘space’. The exhibition presents the Kia PV5 as an interactive prototype that combines modular structures with responsive content. Beyond contributing to PBV model development, it serves as a platform for rethinking the value of parked vehicles. Grounded in technologies realizable within five years, the project proposes scenario-based layouts: parking-specialized modes, clean mobility systems for healthy parked environments, and Generation Alpha–oriented IVI content. Modular architecture extends the uniform vehicle interior into diverse lifestyle spaces, designed not for function but for experience. Parking, here, resonates deeply with the Generation Alpha. For this global cohort, the car is no longer an engine and axle, but a ‘moving smartphone’ and a ‘bespoke platform’. In collaboration with Seoul Digitech High School, 214 students contributed through workshops, generating user scenarios and inclusive designs. Their prototypes—such as an educational Braille app and a penguin-themed game—extend vehicle interiors into cross-generational and barrier-free experiences. Inside the car, learning, gaming, and caregiving unfold, reframing the automobile as a platform for intergenerational experiment and memory. Ultimately, Room No. α reveals another evolution of the car. Consumers are no longer passive users waiting for manufacturers’ designs, but co-creators who shape vehicles together. User data and experiences become not fleeting memories but sensory assets passed on to the next generation. The automobile expands from mobility into space, and from commodity into shared imagination. With Room No. α, the future of mobility begins with co-created environments, designed and lived across generations.