GENESIS PREVIEWS FUTURE OF LUXURY AT SEOUL MOBILITY SHOW 2025
SEOUL, April 23, 2025 — At the recent Seoul Mobility Show 2025 held in Goyang, Korea from April 4 to 13, Genesis unveiled two new G90-based concept models for the first time in the world and showcased the GMR-001 Hypercar for the first time in Korea, calling them the brand’s “pursuit of high-performance technology and future luxury design.”
From immersive displays to inspirational sampling zones, here are highlights of the event.
Unfolding a New Era
The unveiling of the X Gran Coupe Concept and the X Gran Convertible Concept comes shortly ahead of Genesis’ 10th anniversary, which falls in November this year.
Ilhoon Yoon, Head of Genesis Design who presented the inspiration behind both concepts during a press event at the show, shared that the G90 flagship model is continuously evolving, allowing Genesis to showcase more interpretations and possibilities.
The tranquil Mediterranean landscape was the muse for the X Gran Coupe Concept, with the olive trees and earth tones providing the inspiration for the car’s colors and materials. Microperforated olive wood was used in the doors, while the interior was crafted with eco-friendly chrome-free leather, naturally tanned using wastewater from the olive oil refining process.
The inspiration for the X Gran Convertible Concept was no less romantic. “The concept mirrors the leisurely setting of vineyards and the freshness of the eucalyptus,” Yoon said. The colors and style of the burgundy-red exterior of the convertible were inspired by the colors of pressed grapes, he continued, mentioning that the blue interior draws upon the “deep, delicate shade of ripe Cabernet Sauvignon grapes.”
Genesis Chief Creative Officer Luc Donckerwolke remarked that the design of the interior and exterior of both concepts was derived from the brand’s guiding “Beauty of White Space” principle, stressing he was “adamant that good design is reduction.”
A Place in Motorsports
Cyril Abiteboul, Team Principal of Genesis Magma Racing, also took the stage to present the luxury brand’s motorsport ambitions.
“For Genesis, motorsport is an opportunity to redefine luxury performance and demonstrate how elegance and engineering excellence can coexist,” he said. “We aim to elevate the sport by introducing new standards of design, innovation and hospitality.”
During his presentation, Abiteboul laid out plans for the brand to enter Le Mans next year and then to add two additional cars and join the IMSA SportsCar Championship (IMSA) in 2027. “Altogether, they will provide a global platform of 20 races for Genesis to compete against some of the most iconic brands in the world.”
Dazzling Exhibition of Korean Luxury
Visitors to the Genesis pavilion at the show were treated to a carefully curated exhibit and experiences. The pavilion was designed to convey Genesis’ distinctly Korean heritage by engaging each of the five senses, known in Korean as “ogam.”
Several Genesis models were on display in and around the booth, which included the G90, the GV80 Coupe Black, the redesigned GV60, the Electrified GV70 and the GV60 Magma Concept, with the X Gran Coupe Concept and the X Gran Convertible Concept taking center stage.
Genesis Magma
One immersive installation featured a half-scale model of the highly anticipated GMR-001 Hypercar enclosed by LED screen walls, giving visitors the experience of being surrounded by its namesake fiery, molten magma.
In adjoining spaces, visitors were able to view the GV60 Magma Concept up close and also dress up as a Genesis Magma Racing driver for a photoshoot with a 360-degree camera to take home a special photo souvenir.
GV80 Coupe Black
Stepping into the hidden interior of the booth, visitors first encountered a Genesis GV80 Coupe Black ensconced in a shadowy corner. The overhead lighting accentuated its striking and bold presence, allowing its carefully formulated light-reflecting black exterior paint to show off the car’s dynamic and sweeping curves.
Surrounding the vehicle was a wall installation explaining how various exterior and interior features of the car were all blacked out, along with a display playing informative videos about the model.
Genesis Collection
Genesis also introduced its exclusive merchandise line, the Genesis Collection, at the show, displaying a range of products including small-scale models of Genesis vehicles, jacket patches, key rings and scent diffusers, each adorned with Genesis branding and colors.
Motorsports afficionados could also find Genesis Magma Racing collectibles in the signature Magma orange, with branding inspired by Korean characters.
The collection featured Genesis teddy bear keychains in three unique versions: a Genesis Magma Racing driver with an orange helmet; a Jacky Ickx teddy bear honoring the legendary racer and Genesis Brand Partner in blue racing overalls with a matching helmet; and a golfer teddy bear, each representing different facets of the Genesis brand.
Genesis Scents
Luxury is all about refinement in small things. Genesis bespoke scents further elevate the luxury experience, with three signature fragrances “Coming Home,” “Down to Earth” and “Jaunty Breeze.” All three scents are incorporated into Genesis spaces, allowing visitors to immerse themselves in the brand’s unique mood.
To offer a distinct scent for each area of the booth, a scent diffusion system was utilized at Seoul Mobility Show. This multisensory experience enhanced the sense of luxury and added a uniquely Genesis touch.
Genesis Color Story
At Genesis, every color takes inspiration from different locations around the globe. The Genesis Color Story zone shared the origins behind each exterior color the brand offers. The interactive display featured paint samples that, when placed on the near-field communication (NFC) receiver of the console, played a video that explained the inspiration for the color and the philosophy behind the choice.
Exclusive Genesis Owners’ Lounge
When a Genesis owner came to the booth and presented their Genesis key fob, they were invited to enter an exclusive area within the booth — the second-floor Genesis Owners’ Lounge. The lounge offered a relaxing space where owners could enjoy tea, coffee and light refreshments.
As the concept cars were inspired by the beauty of the Mediterranean, the Genesis Owners’ Lounge offered cannoli, embodying the spirit and tradition of Sicily, in collaboration with Korean star chef Sam Kim.