REDEFINING SPACE WITH THE GENESIS GV90’S LUXURY HOME THEATER

※ This article was originally published on HMG Journal on Sep. 8.

What if your vehicle could become a private luxury theater? That idea sparked the development of the pop-up OLED Cinematic Display introduced on the Genesis GV90. More than a display, it was conceived as a technology that could transform the in-cabin experience.

The Genesis GV90 is the first Genesis model to feature Pleos Connect, Hyundai Motor Group's next-generation infotainment platform. Developed specifically for the GV90, it works in combination with the pop-up OLED Cinematic Display to create a more natural connection between the vehicle and its occupants, delivering a digital experience designed for both driving and relaxation.

Whether driving or parked, the Cinematic Display is designed to provide different experiences depending on the situation. While driving, its wide-format screen displays vehicle information, navigation and media content. A 25-inch head-up display (HUD) simultaneously projects key driving information, including speed, navigation guidance and ADAS status, within the driver's field of view. Users can also interact with the onboard AI agent, Gleo AI, to control vehicle functions, search for information and perform various tasks through natural voice commands.

One of the defining features of the GV90 is the combination of its Cinematic Display and Pleos Connect, introducing a new level of display flexibility not available in previous versions of the platform. To bring this experience to life, both the hardware and software were developed specifically for the GV90. While driving, the Cinematic Display functions as a wide 23.6-inch display. When the vehicle is parked, pressing the extension button on the center fascia raises the display by 90 millimeters, revealing the full 24.6-inch screen. Measuring 584.1 millimeters wide and 219 millimeters high, the expanded display increases the total viewing area by approximately 1.7 times and features a resolution of 3840 x 1440. An accompanying animation further enhances the sense of immersion as the display expands.

The larger display is designed to enhance content immersion and support a wider range of use cases. To better understand the thinking behind its development, we spoke with the engineers responsible for the GV90's infotainment system — Senior Research Engineer Inho Yoon from the Infotainment Platform Development Team, Senior Research Engineer Jongkyo Ahn of the Infotainment Device Engineering Team, and Senior Research Engineers Mina Lee and Sooyul Bae with the Infotainment UX Development Team who developed Pleos Connect — shared their perspective.

Bringing the Home Theater Experience Onboard

Senior Research Engineer Inho Yoon of the Infotainment Platform Development Team helped define the development concept and key specifications for the GV90's Pleos Connect system. Yoon explained that the project began with a recognition that today's vehicles are no longer just a means of transportation, but spaces for a broader range of experiences.

"Cars today serve a variety of purposes beyond transportation. Electric vehicles, in particular, can continue to power a range of features even while parked, creating opportunities for new experiences. With the Cinematic Display and Pleos Connect, our goal was to create a home theater-like experience inside the vehicle. When the display is extended, it switches to Media Home mode, allowing users to enjoy streaming services and live channels* much like they would on a smart TV at home."

^{"Our goal was to create a movie theater-like experience," says Senior Research Engineer Inho Yoon, describing the Cinematic Display.}

The Cinematic Display's pop-up function plays a key role in transforming the vehicle cabin into a living space. When the vehicle is parked and the extension button is pressed, the display rises and switches to Media Home mode, creating an experience similar to a smart TV. These physical and visual changes reinforce the feeling that the cabin has transitioned from a space for travel to one designed for relaxation and entertainment.

^{When extended, the display switches to Media Home screen, offering an intuitive user experience.}

Bringing new hardware and features into a vehicle is a complex process. To ensure customer safety and a high-quality user experience, engineers must consider every potential variable, including how new and existing components interact with one another. Senior Research Engineer Jongkyo Ahn of the Infotainment Device Engineering Team led the development of the Cinematic Display, refining its pop-up functionality through repeated design and testing. “We focused on ensuring the performance and quality of the pop-up mechanism from the early stages of development,” he said.

^{The Cinematic Display is central to transforming the space inside the GV90.}

“Adding a pop-up function to the display requires additional components, including a motor, gears and guide rails. The added weight raised concerns about vibration during driving if conventional mounting methods were used. That led us to explore a different mounting approach. We minimized vibration by mounting the display directly to the cowl crossbar, a structural component that helps prevent the chassis from flexing and twisting. We also worked closely with teams responsible for interior design and packaging to address potential component interference caused by the movement of the display and to finalize the design.”​‌

^{Senior Research Engineer Jongkyo Ahn employed a new mounting method to ensure the pop-up mechanism operates quietly and smoothly.}

The structural advantages of the Cinematic Display lie in its quiet operation and durability. Through the optimized use of a Brushless DC (BLDC) motor and linear motion guides, the system allows the display to glide silently while maintaining long-lasting durability. This is the result of careful refinement designed to ensure customer satisfaction — not only by offering a large display suited to a luxury model like the GV90, but through the elegance of its movement.

“From the beginning, we wanted the display to operate as quietly as possible,” said Ahn. “It delivers a high level of durability and quiet operation, even when compared with competing systems, and successfully completed more than 100,000 test cycles. Operating noise remained below 40 decibels across low-, ambient- and high-temperature conditions, making it as quiet as a library. I still remember climbing into a chamber cooled to -30°C to evaluate its performance in extreme cold.”

^{Senior Research Engineer Jongkyo Ahn says the Cinematic Display operates at noise levels comparable to a library.}

The GV90's Cinematic Display is designed to enhance content immersion when the vehicle is stationary. For occupant safety, the expanded display automatically retracts once the vehicle begins to move. Given the size of the expanded display, this function helps prevent interference with front passenger airbag deployment. While driving, the 23.6-inch display presents driving information, navigation and media content in a clear layout, allowing drivers to easily monitor key information.

Thoughtfully Designed User Experience

Technology comes together through the integration of hardware and software. Integrating the Cinematic Display's 90-millimeter pop-up functionality with a 25-inch head-up display (HUD) required an intuitive user experience (UI). The answer came in the form of Pleos Connect, a version of Hyundai Motor Group's next-generation infotainment platform developed specifically for the GV90. While the hardware defines the form of the display, Pleos Connect shapes how occupants interact with it and experience its capabilities.

Senior Research Engineer Mina Lee of the Infotainment UX Development Team was responsible for the user experience (UX) design of the GV90's Pleos Connect, including window policies, common UX specifications and the menu bar. One of her key focuses was creating a natural multitasking experience. “We put significant effort into defining how apps appear on the display, so using navigation alongside other apps would feel seamless.”

^{Senior Research Engineer Mina Lee shares that she focused on creating a seamless multitasking experience.}

Lee added, “Despite the challenges of [designing for] a completely new vehicle exterior and interior, we designed the core UX flow to feel similar to the smartphone user experience. This approach was guided by a commitment to ensuring that customers could use the system safely and naturally, regardless of how devices or environments may evolve in the future.”

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^{Senior Research Engineer Mina Lee explains how safety and intuitive usability shaped the development of the GV90's UX.}

In automotive UX design, the top priority is delivering information while maintaining driving safety. With Pleos Connect, navigation and other applications can be used simultaneously, while the overall experience remains navigation-focused. “We designed the screen layout to minimize driver distraction. We also incorporated graphics that clearly indicate the available adjustment range when resizing the navigation and app windows, making the experience more intuitive.”

Unlike previous versions of Pleos Connect, the GV90 features menu bars on both sides of the screen. With dedicated areas for the driver and front passenger, the layout takes advantage of the display's wide format while placing frequently used controls within easy reach. The driver-side menu bar includes climate controls, navigation and app shortcuts, while the passenger-side menu bar provides access to climate controls and heated-seat functions. This optimized layout allows drivers to complete key interactions and check important information with minimal eye movement.

The GV90's HUD was also carefully refined from a UX perspective. With a display approximately twice the size of previous systems, it can show additional information, such as estimated driving range and drive mode status, while maintaining excellent visibility through effective use of space. Notifications appear in a dedicated area so they do not obstruct key driving information. This layout helps minimize the need for drivers to shift their gaze to the center display while on the road.

Yoon added that the central display enhances safety by consolidating information, controls and function status together onto a single interface. “On the Cinematic Display, drivers can view information, operate controls and confirm the status of functions on one screen. This means that there is no need to look away, allowing them to them to remain more focused while driving.”

The Cinematic Display reflects the user-first approach in every detail. The engineers behind Pleos Connect continue to explore solutions to offer customers even more convenience. A prime example is the newly added “APPS” button above the GV90’s integrated Crystal Sphere Controller, which takes users directly to the app selection screen when pressed.

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^{Pressing the “APPS” button located above the GV90’s integrated Crystal Sphere Controller takes users directly to the app selection screen.}

Among the physical buttons on the center fascia, the vehicle settings button provides direct access to the Quick Control page. Located at the top of the vehicle settings menu, the page brings frequently used functions together on a single screen, allowing drivers to adjust settings without navigating through multiple menus. The team is also exploring additional convenience features, including access to settings and shortcuts from any screen, as well as more personalized menu options as Pleos Connect continues to evolve.

Design That Delivers the Genesis Experience

Developing the GV90's Cinematic Display also required ensuring that every interaction with Pleos Connect conveyed a distinctly Genesis experience. Senior Research Engineer Sooyul Bae of the Infotainment UX Development Team was responsible for establishing design standards for screen layouts and graphics. Consistency across design elements, including the placement and size of pop-up windows, the shape and spacing of buttons, and overall screen composition, plays an important role in creating a cohesive user experience. Bae worked closely with UX and graphical user interface (GUI) specialists to align these standards and standardize common elements, helping ensure a consistent user experience while improving development efficiency.

Bae said the key challenge was to “efficiently present comprehensive information while preserving Genesis' distinctive sense of luxury.” Restraint, rather than extravagance, guided the team's approach to expressing Genesis' identity through graphic design. A dedicated typeface developed in accordance with the brand direction helps create a consistent visual identity, while key graphic elements — including windows, panels and icons — feature rounded squares that convey a solid yet refined impression. Neutral tones are used throughout the interface, with accent colors reserved for important information and interactive elements, naturally establishing a clear visual hierarchy.

^{Senior Research Engineer Sooyul Bae said, “It was important to present information efficiently while preserving the premium sensibility that defines Genesis.”}

Bae summarized the approach behind these choices: “Ultimately, we focused more on what we could dial back rather than how much more we could show, seeking to create a relaxed and sophisticated user experience that is distinctly Genesis.”

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^{Pleos Connect onboard the GV90 delivers a premium user experience through its restrained design language.}

Attention to creating a distinctly Genesis user experience can also be seen in the details surrounding the Cinematic Display. While the UX and GUI offer a refined and composed interface, the physical controls contribute to a premium and modern atmosphere. Features such as the real-glass crystal buttons and the Center Knob Display provide control over a range of functions, including media volume, temperature and fan speed, reinforcing the premium sensibility associated with Genesis. The 25-speaker Bang & Olufsen Premier 3D sound system further enhances content immersion.

System stability was another key consideration in the development of Pleos Connect for the GV90. Given the large display and wide range of functions it supports, the system uses a control unit designed with stability as a priority. While driving, more resources are allocated to vehicle control and driving-related functions. When the vehicle is parked and the display is extended, resources are shifted toward entertainment features. This approach helps ensure the system delivers the performance required in each situation. Yoon explained: “Because the instrument cluster, HUD and center display are all operated by the same control unit, we optimized resource allocation to prevent delays caused by unnecessary or excessive resource usage. We also designed the system to ensure long-term reliability.”

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^{The GV90 features the 25-speaker Bang & Olufsen Premier 3D sound system.}

Engineering the Experience

The Cinematic Display is more than just a feature. It represents the careful deliberation of how occupants should experience the vehicle cabin. Bringing this vision to life required countless reviews and decisions. Yet, throughout this rigorous process, the engineers remained anchored to a single, unwavering standard: the experience awaiting customers in the GV90.

“Because we were establishing new standards in uncharted territory, there were many areas we had to define and decide firsthand. This meant developing the system through extensive consultation with a variety of stakeholders. We gave considerable thought to UX consistency, and we did our best to ensure that the qualities that define Genesis are conveyed through the customer experience,” Bae said.

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^{Senior Research Engineer Suyool Bae reflected on the development process, saying, “We did our best to ensure that the qualities that define Genesis are conveyed through the customer experience.”}

“As this was a completely new vehicle, the development process involved many changes, making it a challenging project. What stood out most was seeing so many teams come together to solve problems along the way. I would like to thank everyone who contributed their time and effort to refining the vehicle and improving the overall experience,” said Yoon.

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^{Senior Research Engineer Inho Yoon emphasized that the technology was the result of a collective effort across many teams and individuals.}

The newly introduced Cinematic Display and Pleos Connect are the result of extensive collaboration and problem solving across the development process. Although the project focused on hardware and technology, the word that surfaced most often in conversations with the four engineers was “customer.” Their attention was directed not only toward the display itself, but also toward the experience it would deliver.

Much like the credits at the end of a movie, their intense efforts remain hidden in the background. Yet, that unseen dedication seamlessly translates into a deeply satisfying experience for customers every single time they interact with the screen.

*Content services are subject to change in accordance with partner agreements, service operation policies, regional availability and other factors.

Photos by Hyuksoo Cho

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