SEOUL, Aug. 7, 2026 — Genesis has been honored with two prestigious awards at the 2026 Red Dot Design Award for Genesis Cheongju, its innovative flagship showroom that seamlessly blends regional heritage with contemporary luxury design. The luxury marque secured two accolades in the Brands & Communication Design discipline, including the prestigious “Best of the Best” award — a distinction reserved for exceptional design breakthroughs — in the Retail Design category and a win in the Spatial Communication category.

The recognition demonstrates Genesis' global design competitiveness and its unwavering commitment to delivering a differentiated brand experience that connects its design philosophy with the guest experience.

Opened in April 2025, Genesis Cheongju is the brand's fifth dedicated showroom in Korea — following locations in Hanam, Gangnam, Suji and Anseong — and serves as its first presence in the Chungcheong region. The space was completed in collaboration with ONE O ONE Architects, the esteemed architectural firm behind key brand spaces such as Genesis Lounge and Hyundai Motorstudio Busan.

Layering Heritage and Innovation

The overall design concept of Genesis Cheongju is “Layers Woven with Empathy”. The concept draws on the Korean notion of layering, symbolizing the accumulation of shared experiences and relationships with guests, while also evoking the idea of igniting a new cultural chapter. Cheongju's rich regional heritage, represented by craft cultures such as “Jikji”[1] and “hanji,”[2] is delicately woven throughout the spatial design to connect with Genesis' own design philosophy of craftsmanship.

Through a modern reinterpretation of traditional Korean architectural concepts, the showroom expresses a sense of understated authenticity. The first-floor canopy is a modern take on “cheoma,”[3] while the upper structure draws inspiration from Gyeonghoeru, the royal pavilion at Gyeongbokgung Palace in Seoul. Inside, the third and fourth-floor Brand Cubes capture the essence of “jeongja,”[4] and the sensory feel of hanji.

Beyond Retail: A Community-Centered Experience

Genesis Cheongju transcends conventional showroom design by cultivating a vibrant cultural community. The space hosts collaborative exhibitions with local artists, curated test-drive experiences and exclusive community programs for Genesis owners, positioning the venue as a gathering space for shared experiences and cultural exchange.

Created in 1955, the Red Dot Award is considered one of the top three design distinctions in the world. Each year, it announces winners in three distinct disciplines: Product Design, Brands & Communication Design, and Design Concept, rigorously evaluating entries for design excellence and innovation. 

[1] The oldest surviving book printed using the world’s first-known movable metal type
[2] Traditional Korean paper handmade from the inner bark of the mulberry tree
[3] Traditional Korean roof eaves
[4] Traditional Korean pavilions

The Genesis Welcome

Genesis Cheongju is a groundbreaking cultural space that redefines the traditional automotive showroom experience. Two hours’ drive south of Seoul, it serves as a dynamic hub where visitors can delve into the Genesis brand through a diverse range of immersive and interactive offerings.

It's designed to be much more than just a place to see cars. Genesis Cheongju integrates the vehicle lineup with lifestyle elements, showcasing how Genesis vehicles fit into a refined and active way of living.

The facility also emphasizes community and local culture. It includes a community lounge for classes and events, and an exclusive owners' lounge, a unique feature among Genesis showrooms.

A guest arriving for a test drive will immediately feel like an honored visitor as their car is guided to the valet area by the formal and welcoming gestures of several staff members. This is the first taste of the Genesis “Son-nim” philosophy, where every individual is treated with the utmost care and respect.

Inside, a dedicated curator personally greets the guest and confirms with them the vehicle and test drive route that they have reserved. Then the test driver is guided to an elegant waiting area where a signature Genesis tea is served while the test drive curator guides them in signing the necessary liability forms.

Luxurious First Impressions

Sliding into the driver’s seat, the cabin of the GV60 Magma immediately envelops the test driver in luxury. The most noticeable thing is the suede bucket seat; it’s ergonomically designed to hold the driver perfectly in place, yet the Nappa and suede leather feels incredibly soft and luxurious to the touch. One's eyes are drawn to the stitching that traces the intricate, double-diamond quilting on the seats and continues throughout the dark gray interior, giving it a subtle but clear hint of the performance that lies ahead.

The driver's hands naturally find the steering wheel, which feels unique and sporty, and can't help but notice the Magma Orange boost button, almost like a promise of power on tap. The dark, brushed aluminum trim on the console and doors absorbs the light, creating a focused, glare-free environment that feels like a true racing cockpit. The driver's feet find their place on solid metal pedals, reinforcing the car's performance-oriented character. The experience is a masterful blend of premium comfort and track-inspired design that makes one feel completely connected to the car before the start button is even pressed.

Crafting the perfect driving environment is an intuitive exercise. The driving curator guides the test driver through the process of customizing the controls for driving. The GV60 Magma features a Head-Up Display (HUD), which projects a stream of essential driving data onto the lower part of the windshield. The curator walks them through adjusting its angle, ensuring the virtual information floats perfectly within the driver’s line of sight.

Effortless Acceleration

Pressing the start button awakens the GV60 Magma. The long, black, connected display that forms both the instrument cluster and infotainment screen comes to life instantly, accompanied by a pleasing startup sound and welcome animation. A simple twist of the drive selector in the center console puts the car in drive. And then they’re off.

On the road, the vehicle’s character reveals itself in its profound silence. Accelerating on the highway, the driver is not immediately aware that they have reached the speed limit of 120 kilometers per hour in just seconds. In the GV60 Magma, the experience of speed is different, because the telltale signs of road and wind noise are almost nonexistent. The car moves with an effortless grace that belies the immense, readily available power simmering just beneath the surface.

This grand touring capability is enhanced by Smart Cruise Control and Lane Keeping Assist. The curator points out the correct buttons on the steering wheel to engage the two complementary features, which allow the car to maintain a set distance from the vehicle ahead and remain perfectly centered in its lane. But it doesn’t just keep things centered. The car can also execute a flawless lane change on its own, after the driver flicks the turn signal and the car automatically identifies that the destination lane is empty. The systems work in such harmony that the driver feels a new level of safety and security, as their own vigilance has backup.

On the highway, the Genesis curator points out additional features of the car such as the regenerative braking system. Using the steering wheel-mounted paddle shifters, the driver can adjust the intensity of the system, feeling a tangible drag on the car’s momentum at higher levels that feeds energy back into the battery. It is interesting to see the car’s estimated range increase while it is travelling at 120 kilometers per hour.

Activating Magma

The true test of the Magma nameplate begins as the highway gives way to winding country roads towards Maltijae, a scenic mountain pass in Boeun County, Korea. With the curator’s prompting, the driver presses the Magma button on the steering wheel. Just one move transforms the entire vehicle’s character. The brightly colored driver console display instantly shifts to a dark, performance-focused, Magma-exclusive three-circle interface. The rightmost dial displays a G-force meter. It is a clear signal that the car is no longer just cruising — it is ready to perform.

The final ascent to Maltijae concludes with twelve severe hairpin turns. While this would normally be a challenge for a driver of any other car, especially at high speed, the GV60 Magma handles each turn with grace and ease. All the performance features built into the car work together to help the test driver take each corner like a seasoned pro. The car dives into each corner with unshakeable firmness, the chassis remaining flat and composed. There is no hint of tire slip, only decisive, confident grip that encourages the driver to push further. The G-force meter comes into play, tracking the lateral forces as the car carves a perfect line through each successive turn.

Convenience and a Keepsake

At the top of the mountain pass, beyond the serpentine length of road, is Maltijae. Here, an observatory stands tall, and the curator guides the driver to the nearby parking area, where another of the car’s thoughtful technologies is demonstrated. The curator shows the test driver how to use the Remote Smart Parking Assist feature. Using just the buttons on the key fob, the driver, now standing outside the vehicle, can command the GV60 Magma to slowly and safely move itself straight forward or backward into a tight parking space. It is an unexpectedly convenient feature.

After the drive, standing at the scenic observatory at Maltijae, the experience has time to crystallize. The curator offers to take a photo as a souvenir — a small but deeply meaningful gesture that, again, perfectly encapsulates the Son-nim philosophy. It is a reminder that the Genesis experience is built on a foundation of human-centric hospitality. Upon returning to Genesis Cheongju, the photo will be printed by the staff and presented as a memento.

The Return and Genesis’ Promise

The return journey offers a new dimension of engagement as the Genesis curator shows how to use the Virtual Gear Shift (VGS) system. With VGS active, the GV60 Magma brilliantly simulates the experience of driving a high-performance combustion vehicle. The paddle shifters now control virtual gears, and each upshift, when timed perfectly, is accompanied by a satisfying, tactile “surge” of power and a corresponding change in the synthesized engine note. Downshifts produce a convincing drag, an effect reminiscent of the feel of the regenerative braking system. The driver can even choose to have the rich engine sounds play exclusively inside the cabin, preserving the thrilling auditory feedback without disturbing the outside world.

This whole experience — the thrilling ascent, the commanding power and the thoughtful service — are not part of an exclusive club. This exact test drive, from the seamless booking on the Genesis website to the final, exhilarating moments on the road, is an open invitation.

Those interested can sign up here to experience the drive.

Meet three artisans who illuminated this exhibition and read about them discussing their craftsmanship in realizing art with different materials, their collaboration with Genesis through the 2025 Cheongju Craft Biennale, and the aesthetic inspiration they felt from Neolun.

Artist Soyun Jung: Landscape of “Emptiness” Stitched in Thread

An expansive landscape envelops the Genesis Cheongju exhibition hall, a work by Soyun Jung, focusing on nature and the human body through the medium of textiles. She finds inspiration by contemplating human existence and attitudes toward life amidst its challenges, aiming to convey a positive perspective on life as a part of nature in her artwork.

Your craftsmanship is evident in the artwork that depicts landscapes stitched with thread. I'm curious about what inspired you to create this piece using thread as your medium.

While majoring in textile art, I naturally learned how to work with thread. When I first began drawing with thread, the act itself felt incredibly fresh and intriguing. Over time, thread evolved from a simple material into an essential tool, much like a pencil. I believe my encounter with thread was a fateful moment that helped me discover the essence of creation.

I heard that your work was inspired by views of mountains seen through the window during a journey. What does the experience of movement mean to you?

During the production of the piece, I frequently traveled between Seoul and Yecheon. The endless mountain ranges unfolding outside my car window during those journeys became the core motif of my work. That time of movement became moments of contemplation and healing, allowing me to alleviate pain I held in my heart. The piece I exhibited this time also captures the “memories that the car provided.”

While exhibiting the Neolun concept alongside your work, did you make any specific efforts to harmonize the arrangement of the two pieces with your first impression of the vehicle?

First of all, I found the name “Neolun” to be incredibly poetic, almost like a work of art in itself. When I first saw Neolun, its simplicity and weighty presence struck me powerfully, and I could naturally sense the essence of craftsmanship embodied within it. Additionally, its colors create a subtle harmony between black and blue, so I adjusted the colors of the thread used in the mountain ranges at the forefront of my landscape to harmonize with Neolun’s color palette.

Not only the color but also the design philosophy of Genesis, which emphasizes the “Beauty of White Space,” is evident in your landscape. What does white space mean to you?

From an artistic perspective, white space is truly challenging. Every artist hopes to spend more time on their work hoping that the more time they invest, the more it will be refined. Therefore, I believe that negative space is a powerful tool for creating a profound atmosphere.

Genesis also embraces the philosophy of the Beauty of White Space, and I realized that this concept of emptiness is reflected in Neolun’s interior design through the implementation of “passenger comfort” and “simplicity of operation.” In fact, I haven't had many opportunities to be deeply exposed to the field of industrial design, so this collaboration with Genesis provided me with a valuable learning experience to gain a deeper understanding of the brand’s philosophy.

Artist Hojung Kim: The Sustainability of Ceramics Shaping “Heritage"

Hojung Kim reinterprets the essence and flow of tradition in a modern way through the material of clay. Her ceramics exhibited at Genesis Cheongju do not merely restore tradition; they showcase the temporality inherent in clay, reimagined in its own colors, showcasing an ever-expanding and evolving transformation. She discusses the perspective of sustainability in heritage and the Korean aesthetics shared with the Neolun Concept.

Your works that reinterpret Korean heritage in a modern context, such as comb-patterned pottery and moon jars, are impressive. What perspective do you prioritize most in the process of interpreting past heritage for a contemporary audience?

I place the highest importance on sustainability. Rather than simply following trends or being swayed by emotions, I constantly consider how my pieces can have a positive social impact and what values they can pass on to future generations.

Ceramics are not merely the legacy of the past; they are a cultural asset that has continuously evolved and developed. I study how the essence of clay has been connected to humanity. And just as the first ceramics significantly improved the quality of human life, I aim to go beyond simply reproducing ceramics. My goal is to add new value to the blueprints of the past, transforming them into a sustainable cultural heritage that future generations can inherit.

Ceramics, as a heritage that connects the past, present and future, seem to resonate with Genesis’ brand philosophy as well.

While exploring the Genesis website, I thought that the brand's vision “Genesis is committed to a sustainable future” is deeply connected to my work. Especially since I am exhibiting my moon jar series at Genesis Cheongju, I was very pleased to learn that the Neolun Concept was also inspired by the Latin word ‘luna,’ meaning moon.

I was impressed by how Neolun incorporates distinctly Korean cultural elements, such as the sliding doors of traditional “hanok” and “ondol,” into a timeless design. I felt that Genesis’ effort to maintain its unique value even with new technologies, rather than simply creating something new based on trends, resonates with the essence of my profession.

The Korean style and unique color tones captured in your work seem to connect with the aesthetics pursued by Genesis. What does color mean to you, and how do you perceive the Korean style and color tones presented by Genesis from the perspective of craft aesthetics and craftsmanship?

The colors used in my work are categorized as natural hues, which can be seen as similar to Genesis’ approach of applying color names based on regions. In particular, the “Red Series” of my “Flow Collection” captures the essential colors of clay in different regions by utilizing the subtle differences of in soil composition.

In examining the indigo color used in Neolun during this exhibition, I noticed that it is not limited to a simple blue but possesses a mysterious and profound depth. This color gives a strong impression that Neolun embodies an iconic aesthetic representing Korea, transcending the notion of just being a car.

I'm curious if participating in a project with a luxury car brand like Genesis has brought any changes to your creative process or artistic perspective.

I believe that Genesis’ efforts to introduce vehicles with distinctly Korean elements in major markets like the U.S. and Europe resonate deeply with my vision of the modern promotion of Korean aesthetics while working abroad.

I was particularly impressed by how the Neolun Concept reflects not only Genesis’ vehicle technology but also incorporates elements of Korean architecture, design and traditional culture in an innovative way. I look forward to seeing Genesis showcase these unique values on a broader global stage and establish itself as an icon representing Korean culture.

Artist Seonghoon Park: The “Essence” of Light and Space Captured in Glass

Seonghoon Park is a master of glassblowing techniques where he blows air into molten transparent glass at temperatures reaching 1,200 degrees Celsius, to create desired shapes. Exhibiting his signature works, the “VOID” and “SEED” series, alongside the Neolun Concept, he discusses the allure of glass art, which requires advanced technical skills, and the continuous pursuit of the essence of each work.

I understand that the processes of blowing and polishing are two halves of your technique of artistic expression. It seems that completing a piece involves endless repetition and training. How much time does it take to create a work?

To put it simply, blowing is the process of creating the canvas that serves as the foundation for the artwork, while polishing is the act of painting on that canvas. Polishing actually takes up a much larger portion of the process than blowing. After focusing on blowing for two weeks, I dedicate the remaining nine to 10 months solely to polishing. Assuming I work an average of 12 hours a day on the largest pieces, it takes about 12 days just for polishing. This lengthy process to make each piece is part of the journey toward finding its essence, contributing to the joy I feel upon completing a work.

I'm curious about the details of the work and the philosophy behind your production process.

The forms of my works always focus on the sphere. When beginners learn glass art they typically start with shapes that are easier to understand, like cups or plates. However, the origin of all these forms begins with the sphere. I believe that the sphere is the most fundamentally pure shape, containing all possibilities, and I adhere to this form to embody the foundational essence of glass itself.

I’m curious about the meanings behind your works, the “SEED” and “VOID” series, featured in this exhibition. Additionally, how do these two pieces connect with the Neolun concept?

The “VOID” series explores the pure form and aesthetics of glass, seeking essence through the process of eliminating unnecessary elements. In contrast, the “SEED” series symbolizes new beginnings and constantly evolving vitality by opening the entrance of the spherical form. Each piece embodies the philosophies of “seeking essence through reduction” and “future-oriented movement,” which I believe are connected to the Neolun Concept. In particular, they demonstrate a dynamic vitality focused on essential values while striving for innovation that moves toward the future. This resonates with my journey of exploring the essence of the sphere through glass art since 2006, where I have consistently concentrated on glassblowing and on the essence of my work.

As this is your first time collaborating with Genesis, what has been your most memorable moment so far? And is there a particular aspect of Genesis’ philosophy that resonates with you.

Before preparing for the exhibition, I participated in a docent tour at Genesis Cheongju, and I found it fascinating that there is a unique inspiration and story for each Genesis vehicle color. While glass art allows for nearly infinite color combinations, I had previously viewed colors merely as pigments that could be used freely. Based on what I’ve learned about Genesis’ color stories, I plan to explore the narratives of color in my own work.

Genesis continues to show its commitment to the community not only through the craft exhibition held at Genesis Cheongju but also through various other collaborations with local artists. At the same time, it is accelerating its efforts to spread artistic value globally through programs like Genesis Art Initiatives that drive extensive cultural support activities on international stages, such as Tate Modern, and the Metropolitan Museum of Art. Soyun Jung stated, “I believe that collaborating with the Biennale, which symbolizes Cheongju, is Genesis’ contribution to regional revitalization,” while Hojung Kim expressed support by saying, “Genesis’ contributions to art through its sponsorship of Tate Modern and the Metropolitan Museum of Art are very positive, providing opportunities that inspire hope for artists.”

The artists encourage visitors attending the exhibition “Night in Motion,” which runs until Nov. 2, to fully experience the harmonious aesthetics created by their works and the Neolun Concept. Soyun Jung expressed, “I hope many people come and feel the synergy created by Neolun and my artwork firsthand,” while Seonghoon Park stated, “I hope visitors enjoy the visual harmony between Neolun and my glass art, and appreciate the messages of my works in an engaging way.” Lastly, Hojung Kim added, “I hope this is an opportunity to understand Neolun’s story more deeply via the connection between the artworks and the vehicle.”

Cheongju is renowned for craftsmanship, as it is the birthplace of the Korean Iron Age and the home to “Jikji,” the oldest surviving book printed using the world’s first-known movable metal type. In recognition of this legacy, the Cheongju Craft Biennale celebrates nearly every facet of craftsmanship, including ceramics, woodcraft, textiles and metalwork.

Together with three emerging craft artists Genesis presents “Night in Motion,” a captivating exhibition inspired by the Neolun Concept, the brand’s groundbreaking first full-size electric SUV concept. The exhibition seamlessly blends the dynamic vitality of the Neolun Concept — a testament to Genesis’ spirit of challenge and creativity — with the artists’ evocative works, creating an emotional narrative that celebrates innovation, artistry and the sensory power of design.

Themed “Blue Night Towards Dawn,” the exhibition is thoughtfully curated to reflect the unique creative worlds of each participating artist. Within the depth of tranquil stillness, Genesis’ unceasing journey of responding to challenges and pioneering innovation as it boldly moves toward a new future is reinterpreted and expressed through the language of art.

Over the Blue Night

Visitors will bask in the ambiance of a blue night as they step into the exhibit, setting the mood for introspection and self-reflection — brought to life through the works of artist Soyoon Jung. With her unique perspective on human life as an inseparable part of nature, Jung translates the wonders and exuberance of the natural world into breathtaking landscapes — an artistic vision that resonates with Genesis’ philosophy of embracing simplicity and remaining true to core values and fundamentals.

By weaving dyed strands of transparent fibers to create landscapes reminiscent of traditional Korean paintings, Jung invites viewers to explore the profound connections between humans, nature and the essence of life. Her art strips away unnecessary details, embracing simplicity to highlight moments of introspection and the process of envisioning the future with a serene, distinct perspective that captivates every visitor.
 

Arising Times

The dawn, symbolizing the transition toward morning, represents a creative journey that connects core values of the present with the promise of innovation for the future. Hojung Kim’s ceramics reinterpret the flow of tradition and essence through a contemporary lens. Alongside them are Sunghoon Park’s glassworks, with which he delves into the material’s core to develop his own distinctive techniques. Together they beautifully reflect Genesis’ unwavering pursuit of innovation and bold challenges.

Kim’s ceramic series showcases an intricate interplay of clay fragments in varying colors and sizes, distinguished by surfaces that reveal the natural texture of clay particles. She reimagines the passage of time embedded within the earth itself and transforms it into her own signature palette of hues. Therefore, Kim’s ceramics feature dynamic surfaces created through a harmonious blend of colors and clay to reflect the ever-evolving nature of change while offering a glimpse into the promise of the future.

Park’s glassworks, born through a delicate blowing technique and refined with meticulous polishing, represent the artistic extension of creative craftsmanship. His masterpieces, which blend transparent hues with intricate hexagonal structures, originate from the artist’s breath and are shaped solely by the tactile sensitivity of his hands, emerging as a multilayered world imbued with boundless energy.

Beyond Timeless

The final segment of the exhibition highlights the origin and spirit of the Genesis Neolun Concept, along with its experiential journey toward the future. At its core lies the brand’s bold philosophy that encapsulates the essence of luxury through reductive design where clean, refined lines strip away any unnecessary details. This streamlined aesthetic is then combined with the expansion of mobility into a sensory-stimulating life experience, making the Neolun Concept the epitome of the brand’s vision for the future. Its refined proportions and impeccable attention to detail exude sophisticated elegance, while state-of-the-art technologies seamlessly elevate the everyday experience. By embracing minimalism as a path to unparalleled fulfillment, the Neolun Concept stands as a testament to timeless values that endure across generations.

By hosting this exhibition, Genesis aims to cultivate stronger emotional and cultural ties with emerging local artistic landscape and a wider audience inspired by the Korean concept of “Tuh.” While Tuh literally signifies a piece of land or a building site, it also carries a metaphorical meaning as a place of presence and significance. This concept shapes Genesis’ spatial philosophy, highlighting the brand’s dedication to cultural synergy and community building through its thoughtfully designed spaces.

Held every two years since 1999, the Biennale showcases the vibrant tapestry of Korean and international craft, offering audiences a deeper understanding of contemporary artistry while exploring new horizons for the craft world. Over the past 26 years, it has evolved into one of the largest craft biennales globally, featuring approximately 3,000 artists from 60 countries and attracting an audience of 400,000 to each event.

Cho is a metalwork artist recognized for his works that feature unique and complex patterns on metal. He primarily engages in creating art by embossing metal with the surfaces of surrounding structures or historical sites to visually depict the memories and emotions tied to specific places. Cho’s worldview of discovering and expressing unique sculptural beauty in objects that might otherwise pass unnoticed is closely aligned with Genesis’ meticulous approach to design, paying attention to not only visible elegance but also hidden details.

This is said to be your first collaborative exhibition with a commercial brand. What motivated or inspired your decision to work with Genesis?

The initial proposal came from the Cheongju Cultural Industry Promotion Foundation saying that Genesis will open a new showroom in Cheongju and aim to foster it into a complex cultural space where various cultural and social interactions happen. I was impressed and moved by the detailed, concrete proposal from a commercial brand. The main reason why Genesis reached out to me was probably because of my previous work that mainly involves metal, which is a commonality with automobiles. From my standpoint, I could feel that Genesis is sincerely determined to build a special space for local arts and culture. I am also proud and happy that I could show my students, who are contemplating careers in the arts, that there are many possibilities and opportunities they can take as artists.

The exhibited works, such as “Traces of Time” and “Layers of Time,” both center on the theme of time. What does time signify in your work?

Time flows continuously, whether we are aware of it or not. And within that passage of time lies a multitude of narratives. We record and utilize time by writing diaries, painting or creating movies. I chose to encapsulate time using metal. I especially felt that while recording time is important, there also needs to be a medium that allows us to reflect on the story within that time. Through such processes, even the moments we take for granted or thoughtlessly pass by can be meaningfully revisited. This is why I began collecting impressions of various objects and traces in my surroundings and recording them in metal objects.

What led you to use metal as your main material, and what do you find attractive about it?

In my early days, I made contemporary jewelry by combining and adding various materials to metal. Later, I began creating works that focus on the inherent physical properties of metal. Among metals, I prefer to use silver. While silver is luxurious, it is more prone to tarnishing compared to gold, requiring care and attention to maintain its natural sheen. It’s a labor-intensive material, but I love it because it’s also a charming material that shows its true beauty the more delicately you work with it. This is somewhat parallel to why car enthusiasts prefer to handwash their cars — the appreciation and delicate care they willingly pour into their precious cars.

What else do you value in your work besides the material?

I enjoy not just appreciating the superficial appearance of a work or object but uncovering something new behind the intentions of the artist or engineer. For example, if it’s a piece that shows the cross-section of a product, I believe the true value lies in going beyond what is visible to discover detailed aspects like, “Ah, this is how the finish is done,” or “The groove is carved to this depth,” and observing every intricate detail. These details are also present in the Genesis-themed pieces. Each piece is inscribed with details of when and where the embossed impressions were taken and which part of the Genesis model was used to create the piece, allowing viewers to envision the story behind the external appearance. For example, there is a piece that combines an impression collected in Gyeongju — a city with rich historical legacy dating back to the Shilla Dynasty — with the story of Genesis. Different times and spaces coexist within a single piece, offering the joy of imagining a new narrative. It’s a work I feel particularly attached to.

The engine hood displayed alongside the artwork is impressive. Is there a specific reason for including it in the exhibit?

This is one of the things that really impressed me about the Genesis brand. The clamshell hood, which I became aware of while collaborating with Genesis, is, in my view, a symbolic component that showcases the brand’s recognition and realization of the value of craftsmanship. It’s not just about production efficiency but also embodies the brand’s pursuit of innovation and unique design, making it feel like a piece of art in itself. The moment I saw it, I suggested displaying it alongside the other works. Many visitors to the exhibit take photos in front of it, carefully observing details such as what the underside of the hood looks like or how it appears from the side. I think this fits very well with the worldview of my work.

Did you experience any difficulties while working on your Genesis-inspired art pieces?

Working during the dead of winter was quite challenging, because the wax step of the embossing process, which forms the foundation of my work, is highly temperature sensitive. I had to use heaters to keep going. Moreover, the sleek design of Genesis vehicles made it difficult for me to find the right curves, rough surfaces or unique textures suitable for embossing. Despite these constraints, Genesis was kind enough to allow me to visit their archives, which enabled me to utilize a rich range of materials from past models like the Equus and various concept cars. Thanks to their support, I was able to create pieces that captured the journey of Genesis with an abundance of compelling elements.

What were your reflections while preparing and conducting the exhibition?

First, the exhibition changed my perception of Genesis from just a luxury car manufacturer. I was impressed by the fact that they have a clear philosophy based on craftsmanship and a spirit of constant challenge that goes beyond just making and selling products. I was also proud and inspired as an artist who emphasizes experiences, as we strive to provide an experience that takes into account the five senses of the customer, including smell, touch and taste.

I also spend considerable amounts of time contemplating the five senses when conceptualizing my works. In today’s world, where we live surrounded by abundant visual content, it’s easy to become overly immersed in visual elements. However, upon reflection, all our memories and experiences are composed not just of visual elements but also of sound, scent, taste, temperature and more. Depending on how we understand and empathize with these sensory elements, certain memories become clearer and certain experiences more precious.
 

For instance, the Genesis works I exhibited may be interpreted differently by those who have experienced driving a Genesis car versus those who haven’t. Details like how the seat felt, the legroom, the steering wheel’s tactile feedback, or the sound from the speakers all blend together to form memories. Visitors then view the works through the lens of their own experiences. For this reason, I believe my works from this exhibition will be uniquely reinterpreted by each visitor’s memories, leaving behind new and vibrant impressions beyond what I originally intended.

How has this collaboration influenced your artistic practices?

Collaborating with the brand was a great experience that broadened my scope of work, as I was able to create works with a clear purpose and target audience. I also learned a lot from the process of adjusting to the brand’s wishes without deviating from the existing direction of the work. Fortunately, Genesis was very receptive to many of my proposals and gave positive feedback on the outcomes. This allowed me to relax and approach the collaboration comfortably and enjoyably throughout the process. I also think this collaboration will be a good motivator for my students. I hope that this exhibition has shown them the diversity of career paths that they can pursue after graduation — whether as artists or designers — and that it will inspire them to pursue activities that combine art and industry.

Could you summarize your overall thoughts about collaborating with Genesis?

As an artist, I welcome the direction that Genesis is taking to develop Genesis Cheongju into a multicultural space where people can experience art beyond the car showroom and collaborate with artists. Many people feel a sense of psychological distance or burden when it comes to art, thinking of it as something difficult to approach. However, art is not just for the highly educated or sophisticated people with deep expertise. It is something that can be experienced closely and comfortably in everyday life, and it is a realm where people can actively participate. That said, I think this collaboration was a very meaningful and appreciative journey, and I hope that Genesis can widely propose this perspective to the public. Furthermore, because residents in areas with limited access to culture and arts, as compared to those living in metropolitan areas, I would be more than happy to see this space become a place where more diverse and vibrant cultural activities flourish.

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.