Stella in Motion was not an operated mobile clinic.
It was a Hyundai-funded concept and strategy project designed to explore a clear question:

For Hyundai Motor Company, this project was not CSR and not a technology demo. It was a strategic exploration of PBV as a city-facing business platform—testing how vehicles could move beyond products and become containers of urban functions.

New York was chosen as the stage precisely because of its complexity: dense regulation, social inequality, infrastructure pressure, and real unmet needs. If a PBV-based model could make sense in New York, it could be scaled elsewhere.

Paul Joseph J. Kang led this project as an urban designer and storyteller, shaping the PBV question into a coherent city-level scenario that connected mobility, healthcare, technology, and business models into a single urban system narrative.

This was not a pilot operation. It was a designed urban hypothesis.

From Hyundai’s perspective, New York was not just a market—it was a stress test.

The assumption was simple and ambitious:

Stella in Motion was therefore conceived as a New York-based urban scenario to test how PBVs could operate not just as vehicles, but as repeatable service units inside a city economy.

Paul Kang reframed the healthcare problem as an urban design problem.

This creates urban friction—a structural disadvantage built into the city itself.

For vulnerable populations, hospitals often “exist” but are functionally unreachable.

The project asked a different question:

This is where PBV enters the urban equation.

Aligned with Hyundai’s PBV strategy, the project starts from a fundamental shift:

In Stella in Motion, the EV-based mobile clinic is conceived as:

In other words:

The vehicle becomes a moving piece of the city.

This is not a product concept. It is a service and business system concept built on PBV.

Paul Kang framed the urban concept as “Mobility as the City.”

Instead of:

The project proposes:

In this model, PBVs are not exceptions. They are structural components of the urban system—deployed, rotated, and scaled as part of city operations and service economics.

This is where the project becomes urban storytelling, not just service design.

One of the key concepts is the “Building-less Clinic.”

Instead of:

The scenario proposes:

The flow is designed as:

This is not about speed.
It is about accessibility, especially for low-income elderly populations.

The city doesn’t wait for people to arrive.
The city goes to them.

In Stella in Motion, technology is not showcased for novelty.

Its role is clear:

Here, technology becomes:

This also ties directly back to Hyundai’s interest:
What kind of PBV-based services can become sustainable, socially relevant business models?

Paul Kang structured the scenario not as a one-off service, but as a repeatable PBV business loop:

This narrative structure frames PBV not as a project vehicle, but as a city-scale service engine—deployed repeatedly, improved continuously, and scaled strategically.

For Hyundai, Stella in Motion functioned as:

For Paul Joseph J. Kang, it became:

This project sits at the conceptual origin of his later thinking around Sim Eternal City and mobility-based urban systems.

Stella in Motion is not a mobile clinic project.

It is a PBV-based urban business hypothesis:

In that sense, this project is best understood as:

A designed city scenario—funded by Hyundai, framed in New York, and written in the language of urban systems, mobility, and business.