A new London pop-up is bringing spa treatments into an unexpected setting – the back seat of a car.
Fine Clinic London has partnered with car manufacturer Hyundai to launchi a “Spa in a Car” activation in central London, transforming the electric IONIQ 9 SUV into a mobile wellness space offering free Korean-inspired treatments.
The experience will take place at St Martin-in-the-Fields in Trafalgar Square on June 11, with visitors able to book complimentary 20-minute sessions including Korean head, neck and shoulder massage and facial massage treatments.
Car interiors positioned as a new wellness space
The concept comes as new research commissioned by Hyundai found many consumers are increasingly using their cars as a place to decompress and escape daily pressures.
According to the survey, 82% of Brits admit staying parked in their car for extra time to enjoy peace and quiet, while 55% say the car is one of the only places they can properly switch off.
Meanwhile, 43% said driving helps them clear their head when feeling overwhelmed.
Hyundai said the pop-up was designed to reflect the growing emotional connection between consumers and their vehicles, particularly as wellness and self-care continue to evolve beyond traditional spa environments.
K-beauty therapists to deliver treatments
The “Spa in a Car” concept has been created in collaboration with Fine Clinic London, with Korean therapists delivering the treatments inside the vehicle.
Ashley Andrew, president of Hyundai Motor Company and Genesis UK, said: “We’re always looking for new ways to showcase the versatility of our vehicles, and Spa in a Car does exactly that – transforming the car into a sanctuary where guests can truly relax.”
Yeany Kim, director of Fine Clinic London, said: “Our Korean therapists bring the latest beauty and wellness techniques directly from Seoul, combining traditional Korean rituals with modern K-beauty innovations to create an authentic experience in the heart of London.”
Wellness experiences continue to move beyond traditional spa settings
The launch reflects broader shifts within the wellness industry, with brands increasingly exploring experiential and immersive formats that bring treatments into non-traditional environments.
The IONIQ 9 features lounge-style interiors, relaxation seating and quiet electric vehicle technology, which Hyundai says helped inspire the spa concept.
The “Spa in a Car” pop-up will run from 10am-6pm on June 11, with free tickets available via Eventbrite.
