EXCLUSIVE RETREAT AT GENESIS LOUNGE, A SANCTUARY FOR ALL SENSES

SEOUL, Oct. 18, 2023 — Hospitality takes on various forms. From the simple handshake to an elaborate ritual of dances, the demonstration of friendliness and generosity when welcoming someone is a cherished tradition across the globe. 


Nowhere is hospitality taken more seriously than in the Genesis Lounge, a private haven nestled in the heart of Seoul that’s exclusively reserved for owners of the G90 Long Wheel Base (LWB), Genesis’ flagship luxury sedan. 


Customized Comfort

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The Genesis Lounge is just one of many Genesis spaces around the world that seeks to deliver a sanctuary with plenty to explore.  


Located on the fifth floor of The Shilla Seoul, an opulent five-star hotel adjacent to the iconic Mount Namsan, the Genesis Lounge provides a wide range of delicate experiences pleasing to the five senses, known as “ogam” in Korean. 


As soon as guests arrive at the entrance of the Genesis Lounge, they have the choice to either stroll past a sprawling LED “storytelling wall” that guides them to an open lounge, or an alternative path that seamlessly connects to a bar and other adjoining areas. 


The LED wall is adorned with alternating displays inspired by Genesis' design philosophy of “Athletic Elegance” and the identity of the Genesis Lounge, known as “tuh,” which is the Korean term for a plot of land on which a house is constructed. 


The bar, overlooking Mount Namsan and its breathtaking scenery, holds more than 40 single malt whiskies and wines from various countries.  


An elegant dining room offers a constantly changing journey of Korean cuisine with seasonal ingredients at the core of each dish.

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Next to the dining room is a state-of-the-art sound room, where high-performance pure-metal speakers crafted by prominent sound master Guk-il Yu, head of Metal Sound Design, are used to transmit distinct sounds entirely uninterrupted to the listeners’ ears. This creates a unique environment where one’s voice is clearly heard despite the music playing in the background at a high volume. 
 

The open lounge is suitable for intimate receptions, with standing tables strategically placed to stimulate close interactions. In the near future, dining furniture will be added to accommodate dining as well.

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“Our vision for the lounge is to make it an original hospitality environment that engages all five senses,” says Graeme Russell, Chief Brand Officer for Genesis. “The lounge also has been designed to provide the utmost comfort to our customers, as if it is their own suite, with customization to the highest degree.” 


Embracing Korean Heritage 


Various traditional Korean elements can be found at the Genesis Lounge, a testament to the brand’s Korean identity and humble origins. 


Renowned Korean architect Wook Choi of One O One Architects, who designed the space, characterized the overarching design concept as “open madang,” drawing inspiration from the flat spaces or front yards typically seen in traditional Korean homes.

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Just like a madang, the Genesis Lounge essentially serves as a multi-functional cultural space, an outdoor extension of the indoors, as part of the wider tuh.
 

The absence of clear boundaries within the Genesis Lounge contributes to the ambience of continuity and fluidity, further enhanced by the melodic sounds emanating from the sound room when the doors are open.

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At the heart of the Genesis Lounge lies the “Son-Nim” philosophy, a cornerstone of the brand’s hospitality that revolves around treating customers as esteemed guests. The host team engages with visitors in a manner that consistently conveys mutual respect, starting from the moment they enter the lounge until they depart. 
 

“As a luxury brand, hospitality is one of the three core elements that sets Genesis apart,” says Russell. “Treating a guest as a Son-Nim means that we respect and care for them as our own people.”

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Private Wine-Tasting Event With Top Expert 


In line with its commitment to delivering exclusive experiences for Genesis owners, the luxury auto brand hosted a premium wine-tasting session at the Genesis Lounge last September. 
 

Renowned wine sommelier and writer Anthony Mueller, who joined the Robert Parker Wine Advocate reviewer team in 2019 and boasts over 20 years of expertise in the food and wine industry, was invited to lecture about the geography, history and optimal ways of savoring top-quality wine.

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Five wines that received a perfect score from the Robert Parker Wine Advocate were introduced during the session, including the M. Chapoutier Ermitage Le Pavillon 2010. 
 

Only 30 Genesis owners chosen from a pool of thousands of applicants participated in the three-day event. 


The Genesis Lounge is open from 11 a.m. to 11 p.m. every day of the week except for the first Monday of each month. G90 LWB owners can make reservations through the Genesis Boutique website, My Genesis app, or by calling the concierge at +82-2-6240-3652.