NEW GENESIS SPACE OPENS IN CHEONGJU

CHEONGJU, Korea, May 15, 2025 — Genesis opened its newest and largest brand space to date in Cheongju on April 25. More than just a showroom, it is a multi-faceted hub designed to immerse visitors in a world where automotive excellence meets art, culture and bespoke luxury. It is also an oasis of calm and refined elegance amidst the hustle and bustle of modern life. This ambitious project is not just a place to see the marque’s cars; it is another of the brand’s statements in its ongoing dialogue as curator of a sophisticated lifestyle.

Located in west Cheongju, the new Genesis space spans an impressive 6,953 square meters (74,841 square feet) across eight floors (including two basement levels). The location is strategically chosen, leveraging Cheongju’s central position and transportation infrastructure to draw in a diverse clientele and establish itself as a regional epicenter for luxury and brand engagement.

“The Genesis Cheongju project started with the idea that it could be a hub for people to gather, given its geographically central location in Korea,” says Youngsun Lee, a Manager on the Genesis Space Experience Design Team. “We believe that a community experience is critical to achieve this, so we focused on creating a community lounge. We put a lot of thought into designing the space and creating programs that allow customers to have diverse brand experiences.”

Design Philosophy Woven With Empathy

The architectural concept behind Genesis Cheongju, dubbed “Layers Woven With Empathy,” speaks volumes about the brand’s evolving philosophy. Instead of the conventional car showroom aesthetic, Genesis has opted for a design that fosters connection and warmth. The building, conceived by One O One Architects, the firm also responsible for the Genesis Lounge in Seoul, Hyundai Motor Studio Busan and the National Museum of Korea’s Room of Contemplation, presents a striking facade that blends modernity with regional influences.

The experience of the building begins when driving in. The subtly stated dark gray of the exterior of Genesis Cheongju effectively serves as a backdrop to emphasize the extensively wide glass porte-cochere held aloft with horizontal wooden support beams in the Korean style that welcome all visitors to the brand space. A small, glass-enclosed waiting area to the right of the driveway creates an air of inviting mystery, and the several staff members that bow in greetings give off an air of attentive welcome.

The upper levels of the building feature a transparent facade and a restrained structural design, projecting an image of unpretentious authenticity. Inside, the “brand wall,” which artfully highlights the vehicles on display, and the “brand cube,” a private space for personalized consultations, serve as dynamic spatial elements. The lower levels, in contrast, incorporate materials like Korean paper and wood, paying homage to Cheongju’s local craftsmanship and cultural identity.

Multi-Sensory Experience

Genesis Cheongju transcends the traditional showroom model by offering a diverse range of experiences designed to engage visitors on multiple levels.

• A curated collection of vehicles: Of course, the cars themselves are the stars of the show. Spanning the third to fifth floors, the Genesis lineup is showcased, allowing visitors to immerse themselves in the brand's design language and engineering prowess. To further enhance the experience, Genesis has integrated lifestyle elements, such as a golf collection, to demonstrate how their vehicles seamlessly integrate into a sophisticated and active lifestyle.
  
• The CMF (color, material and finish) experience: Recognizing that personalization is paramount in the luxury market, Genesis Cheongju offers a unique CMF experience, allowing customers to explore various combinations of colors, materials and finishes. An entire wall of the showroom is dedicated to all of the various colors and styles a customer can choose for their Genesis car, its seats and its finishing touches. Through radio-frequency identification (RFID) technology, visitors can even view videos showcasing the story behind each exterior paint, adding a layer of depth and engagement to the selection process. Staff on-hand have memorized all possible CMF combinations for each of the car models available and can guide customers through the process of choosing the right combo for them. And, as a last resort for the indecisive, a recommended ready-made CMF combination has been pre-selected for each Genesis model.
  
• Local collaborations: To commemorate the opening of Genesis Cheongju, the fifth floor features a metal craft exhibition in collaboration with local artist Sungho Cho, inspired by Genesis vehicles. Centered around the themes of time and craftsmanship, the exhibition offers an artistic interpretation of the Genesis brand philosophy. A series of collaborative exhibitions with the Cheongju region is planned to follow, further blending the space’s regional identity with the Genesis brand story.
  
• Community and owner-focused spaces: Genesis Cheongju prioritizes building relationships with its customers, fostering a sense of community and belonging. The sixth floor houses a community lounge, designed to host classes, exhibitions and other events that bring people together. An owners’ lounge next door, the only one associated with a Genesis showroom, provides an exclusive and luxurious space for Genesis owners to relax and socialize, complete with refreshments and personalized service.
  
• A journey through brand history: Even the staircase has been transformed into an immersive experience, showcasing sketches, detail shots and other elements that tell the story of Genesis' concept cars. This thoughtful touch reinforces the brand's commitment to innovation and design excellence.

A Nod to Local Craftsmanship: ‘Garden of Time’

To celebrate the opening of Genesis Cheongju, the brand has partnered with the Cheongju Craft Museum to present a special exhibition titled “Garden of Time.” This collaborative effort underscores Genesis’ commitment to integrating itself into the local community and supporting Cheongju’s talented artistic scene.

The exhibition, which runs until July 5, explores the intersection of Genesis’ craftsmanship and the artistry of metalwork. The Craft Museum curated the exhibition, selecting local artists and designers to create a space where technology, art, precision and contemplation converge.

Sungho Cho, a Cheongju-based metal artist, has created a series of works that transform metal into a medium for exploring the concept of time. By examining locations with historical significance, such as Gyeongju, Mount Namsan and Seodaemun Prison, Cho has captured the essence of time and translated it into metal sculptures.

One of the highlights of the exhibition is a newly unveiled piece that traces the evolution of Genesis’ emblem and grille design. Particularly striking is the display of the G90’s hand-crafted hood, drawing attention to the brand’s dedication to craftsmanship. Visitors can also experience the marque’s craftsmanship journey through a video that documents the meticulous production process of the Genesis G90’s clamshell hood, highlighting artist Cho’s exceptional artisanal techniques.

A New Chapter

Genesis Cheongju represents a significant investment in the brand’s future, signaling a commitment to creating a more immersive and engaging customer experience. The project started in 2021 and has been four years in the making. By blending automotive excellence with art, culture and community, Genesis is redefining what it means to be a luxury brand in the 21st century. It is the fifth such location to do so for the Genesis marque, following establishments in Hanam, Gangnam, Suji and Anseong.

“I thought that one thing the Genesis brand needs for a stronger foundation is a fandom,” says Youngsun Lee, Senior Manager of the Genesis Space Experience Design Team. “That requires the product to be good, of course, but for customers to become fans of the brand, I think it is necessary to have a variety of curated experiences and close, ongoing communications for and with them.”

Lee adds, “That’s why it is crucial to curate diverse experiences and maintain ongoing, meaningful communication with our customers.”

Jiyoen Ahn, also a Senior Manager of the Genesis Space Experience Design Team, shares, “We hope that Genesis owners go beyond simple vehicle ownership and truly feel the value our brand offers — wanting to stay connected with us for the long term. We want this space to be a place they can visit freely and always leave with a rewarding experience.”

Genesis Cheongju goes beyond the concept of a car showroom — it is a cultural hub where people can connect, experience the Genesis lifestyle and enrich their daily lives through thoughtful design. It marks a new chapter for Genesis as a luxury brand and a pioneer in car culture.