In a bid to enhance its brand connect in the country, Kia Motors India today opened a new BEAT360 brand experience centre in the national capital territory of Delhi, providing potential visitors with an interactive and insightful Kia design and brand experience.

The new centre is a first for the Indian market. The space features curated zones that bring visitors closer to Kia’s futuristic vision, while also offering customers a unique opportunity to interact with the Kia brand and its latest models.

The space is split into three zones for visitors to explore. The ‘surround media’ zone features a moving turntable that houses a 11-metre-wide screen and a Kia model, and will provide visitors with a glimpse into Kia’s future vision. In the ‘mixed reality’ zone customers can wear head-mounted display units to explore the Kia model line-up in the virtual world through mixed reality technology and special effects.

There is also a café zone where visitors can create their own car using the Kia configurator. This system provides users with information on their configured Kia model with images, prices, and where to buy from their nearest Kia dealer. The customer will then receive all the relevant model information directly on their mobile phone.

“BEAT360 Delhi is a new concept in the Indian market which offers an innovative means of engaging with consumers,” said Kookhyun Shim, CEO at Kia Motors India. “Consumers have always been our primary focus, and we hope to provide them with a truly immersive Kia brand experience.”

The India site is Kia’s second BEAT360 brand experience center, and the first outside of Korea. Kia’s opened its first center in Seoul, South Korea in 2017. Since then the center has welcomed over 130,000 visitors annually, and has been awarded an International Design Excellence Award for its innovative and pioneering design philosophy. Kia Motors also plans to establish unspecified number of additional BEAT360 branches in India in the future.