SEOUL, April 27, 2023 — Genesis announced Thursday that the brand won five iF Design awards this year all in different disciplines — UX, Communication, Interior Architecture, Product and Professional Concept. 

Genesis House New York was acknowledged in three different categories from Showrooms Identity and Spatial Communication to Retail Design. Meanwhile, the G90 and Speedium Coupe each received the distinction in the Vehicle and Electric Vehicle categories, respectively. 

The prestigious contest — organized by iF International Forum Design GmbH, based in Hanover, Germany — celebrates excellence in design in a wide range of fields. This year’s jury consisted of 132 international design experts from over 20 countries. 

In the Retail Design category, Genesis House was recognized for its stunning interior architecture. The Spatial Communication category acknowledges interior architecture that delivers an excellent user experience. The award in the Showrooms Identity category reflects the work of Danish design studio HOMEWORK, who created a carefully curated line of branded items made from selected materials with understated typeface design. 

Situated in the heart of New York City’s Meatpacking District, Genesis House is a dynamic cultural space where visitors can experience Genesis hospitality through art, food and history. With three levels and more than 46,000 square feet (about 4,340 square meters) of floor space, it encompasses a teahouse, a restaurant and a library. Seoul-based Suh Architects created this sophisticated oasis with an aesthetic rooted in traditional and contemporary Korean design principles. 

Genesis also scored wins in the Vehicle category with the Genesis G90 and in the Electric Vehicle category with the Genesis X Speedium Coupe concept car. 

As the brand’s flagship model, the G90 is the ultimate expression of Genesis’ design identity Athletic Elegance with its sleek Two-Line headlamps and Crest Grille. The X Speedium Coupe concept, which was unveiled in April 2022, embodies the principle of reductive design to further accentuate the brand’s Beauty of White Space philosophy through clean lines and subtle curves. 

The iF jury selected the winners from almost 11,000 entries from 56 countries. The winners were announced April 14. On May 15, the awards will be presented at iF Design Award Night 2023 in Berlin.

NEW YORK, April 4, 2023 — Genesis today accepted two awards at the second-annual Newsweek World’s Greatest Auto Disruptors Awards in New York City. Group Chief Creative Officer, Luc Donckerwolke, received the “Designer of the Year” honor for his industry-leading design vision for the brand, while Genesis House New York, the brand’s premier luxury lifestyle destination, was recognized for its immersive marketing activations. 

Luc Donckerwolke won the award for his industry-leading vision overseeing Hyundai Motor Group’s wide portfolio of brands. Especially for Genesis, he has been lauded for the recent X Concept series that presented the brand’s design forward direction in the EV era, along with the flagship G90 sedan that has won numerous awards around the world. 

“Is there anything better than to receive such prestigious recognition for doing what you love to do?” asks Luc Donckerwolke, group chief creative officer. “I feel honored and privileged to be acknowledged as a Newsweek ‘disruptor’. I strive to inspire, innovate, disrupt and challenge the status quo. This is only made possible by the trust of our board members and the hard work from my incredibly talented team and their leaders.” 

Newsweek recognized the Genesis marketing activities centered around Genesis House as Marketing Strategy of the Year. As an immersive experience in the heart of New York's Meatpacking District, Genesis House is a fine dining restaurant, showroom, and performance space that embodies the distinctly Korean hospitality, audacious design, and progressive technology of the Genesis brand. From fashion shows to musical performances, art installations to concept vehicle launches, Genesis House has held many captivating experiences since its grand opening. Its restaurant is curated by Michelin-starred Onjium from Seoul and offers a menu inspired by Korean royal cuisine. 

As the epicenter of the brand in the US, the Genesis House has held many captivating events since its grand opening a year ago; including the Genesis X Speedium concept reveal, the Make Your Mark fashion inspired introduction of the brand’s flagship G90 sedan, New York Fashion Week activations, and the dazzling Genesis Winter Lights partnership with the nearby NY Highline. 

This week, the Genesis House served as the backdrop for the brand’s newest concept the GV80 Coupe Concept in a prelude to the brand’s return to the New York International Auto Show. 

“We thank Newsweek for recognizing the innovative marketing activations held in collaboration with Genesis House,” said Claudia Marquez, chief operating officer of Genesis Motor North America. “We aim to share the home of the Genesis brand in New York with all who are curious. We are humbled by the continued enthusiasm of our visitors and look forward to hosting even more with the events and activations throughout this year and beyond.” 

Unlike a traditional automotive experience center, Genesis House is a place where the brand shares its home in a full sensory experience. A cultural oasis in the heart of New York City, Genesis House draws visitors into an experience of Korean hospitality, food, tea, architecture, and design in an intimate setting.

NEW YORK, April 3, 2023 — Genesis has unveiled the GV80 Coupe Concept at an exclusive event at Genesis House New York. 

The four-passenger GV80 Coupe Concept adds a new facet to the Genesis brand. “It emphasizes the duality of the Genesis brand by showcasing the antagonistic character that lives within the Athletic and Elegance parameters of Genesis’ design philosophy,” said Luc Donckerwolke, Group Chief Creative Officer. 

Inspired by the X Speedium Coupe Concept unveiled in New York last year, the GV80 Coupe Concept combines the practicality of a lifestyle-oriented SUV with the dynamism of a sports car. It is a statement of intent for more emotional, performance-oriented models and a preview of Genesis’ future programs. 

“At its inception, the Genesis brand began creating luxury sedans, which evolved into the G70, G80, and G90 models,” said Luc Donckerwolke. “Over the past seven years, we have added more lifestyle-oriented models to the portfolio, such as our GV80 and GV70 SUVs. Now we are pushing the envelope with more emotional cars that elevate Genesis’ performance and dynamic attributes.” 

Performance-Optimized Athletic Elegance 

The GV80 Coupe Concept’s front fascia sports the Double G-Matrix Patterned Crest Grille surrounded by the quad lights, which have evolved from multi-lens array technology to seamless light performance. Cooling is optimized by four slots within the bumper that reduce shadowed thermal flow. 

Genesis’ rear-wheel-drive platform provides the basis for the GV80 Coupe Concept’s long hood and generous dash-to-axle proportions. These refined proportions are further emphasized by the anti-wedge parabolic line. It is complemented by the muscular blisters and fenders that contrast with the vehicle’s elegant coupe silhouette. 

The front fender wears the ‘Designed by Genesis’ plaque that highlights the exclusive character of Genesis models while the five-spoke forged aluminum wheels and the carbon fiber roof – which contributes to the GV80 Coupe Concept’s dynamic driving qualities by lowering the center of gravity and reducing weight – emphasize the vehicle’s sporty character. 

To further reinforce its driving dynamics, the vehicle’s optimized aerodynamic fluidity is complemented by an upper rear spoiler and spoiler lip on the elliptical concave ducktail, which provides increased downforce at speed. The seamless rear lamps complete the Two Lines signature at the rear. 

The model’s bold design is also emphasized by its Magma exterior color, which was inspired by the brand’s Distinctly Korean ethos. While describing the color, Donckerwolke said: “The color symbolizes the self-confident and passionate attitude of Korea. There is a quiet, efficient, disciplined and humble first impression soon contrasted by a high performing and extroverted attitude.” 

Beauty of White Space Meets Performance 

Continuing the themes of the exterior, the GV80 Coupe Concept interior is a contrast between Genesis’ elegant Beauty of White Space philosophy and athletic attributes. 

The three-spoke steering wheel plays an important role in emphasizing the sportiness of the GV80 Coupe Concept’s interior, which contrasts black Nappa and suede leather with plaid double stitching, orange piping and carbon fiber weaves on the functional surfaces. 

Four bucket seats provide increased body support during cornering, contributing to passenger safety and comfort, while the carbon fiber back rest, painted in body color, further accentuates the GV80 Coupe Concept’s extroverted character. The structural stiffness of the body is reinforced with a G-Matrix strut brace behind the bucket seats. 

The GV80 Coupe Concept confirms Genesis’ commitment and ambitions to deliver innovative luxury products with bold, emotional resonance.

Genesis Suji, Genesis Anseong and Genesis House New York each received a Red Dot award for Retail Design, and an art installation inspired by the GV60 electric vehicle won in Spatial Communication. The recent win constitutes global recognition that Genesis expresses its brand identity visually in all its spaces and in the customer experience. 

Most notably, Genesis Suji took home the “Red Dot: Best of the Best” award, one of the highest distinctions awarded by the jury. All these projects were designed for Genesis by Seoul-based architecture firm Suh Architects. 

Created in 1955, the Red Dot open competition is one of the top three design distinctions in the world, alongside the iF Design Awards and the IDEA Design Awards. Each year, it announces winners in three distinct disciplines: Product Design, Brands & Communication Design, and Design Concept. 

Since its launch in 2015, Genesis has steadily positioned itself as both a luxury automotive brand and a lifestyle brand that communicates a distinctly Korean ethos. 

Brand Spaces That Resonate with Customers 

By keeping its retail experiences fresh and explorative, Genesis is setting trends both in luxury lifestyles and brand storytelling. Its “customer-first” mindset informs the way it designs all its brand experiences. 
Through its materials, its space and its programs, the Genesis Suji Showroom redefines the Korean auto customer experience. The four-story showroom’s 4,991 square meters serve simultaneously as an auto showcase, a service delivery platform and a test-drive center. It is the first space of its kind in Korea to combine a presentation with a service program. 

The space offers prospective customers the chance to test-drive their cars of choice, while new owners can receive their brand-new vehicles in a private lounge with a special “car-delivery ceremony,” complete with robotic arms and a video display. 

Genesis also proves that a branded space doesn’t need to be a standalone establishment to impress. Standing in stark contrast to a bright white mall environment, Genesis Anseong’s 663-square-meter showroom boldly frames the brand’s latest driving machines in a futuristic vision of design, sound and light while welcoming firsthand exploration of its highly engineered models. 

Blending Brand and Culture 

Referred to as a “sophisticated oasis in the heart of the city,” Genesis House New York is an intriguing sanctuary. There’s plenty to explore, from art installations to a modern take on traditional Korean dining, alongside Genesis’ latest automotive design lineup. You can even take part in a Korean tea ceremony while enjoying panoramic views of the Hudson River and the High Line. 

According to Suh Architects, the House was not built solely for automotive enthusiasts. 

“We were truly fortunate that the client, site, cultural program and partners like Onjium of Genesis House all lent themselves to creating a unique oasis of design and modern traditions that are worth gathering for,” said KyungEn Kim, principal architect at Suh Architects. 

“We love that this project creates a conversation with New York by layering contours. The ground floor façade is about celebrating Genesis’ shimmering curves and drawing visitors in. The second floor’s floating Korean roofscape outlines different zones for eating, reading, resting with its sloping louvers — the envelope is porous enough to feel sheltered, yet open, like sitting on a verandah.” 

Architecturally, Genesis House is the pinnacle of the brand’s design identity. It reflects the understated elegance that Genesis is known for, showing restraint in its use of decorative elements and focusing on materials such as exposed concrete, weathered steel and solid wood. 

Conceptually, the space offers layers of perspectives, sitting at a cultural intersection on the Hudson where all are invited to experience Korean design and hospitality. As Genesis’ first brand center, Genesis House engages New Yorkers in a conversation about design and mobility as it invites customers to explore and enjoy. 

Spatial Communication Campaign 

Genesis communicates with the world through its differentiated retail designs, but also through its unique way of conceptual storytelling. 

When the GV60 — the brand’s first electric vehicle based on a dedicated EV platform — launched in September of last year, it was lauded for its innovative design. One of the model’s most notable features is the Crystal Sphere. Located in the center of the vehicle, it allows the driver to shift gears, control the ignition and control media preferences. 

Genesis created a GV60 campaign concept that focused on the Crystal Sphere. An accompanying art installation featured 400 x 400 x 80 modules made of double-sided dichroic film that could transform any site it occupied with iridescent reflections that create their own shifting spaces. 

This “traveling installation” was first showcased in Genesis Hanam before moving to Genesis Suji. Most recently it traveled to Genesis House New York to mark the GV60’s U.S. debut.

NEW YORK, April 13, 2022 — Genesis premiered the Genesis X Speedium Coupe on April 13 at Genesis House, a cultural space located in the heart of New York City’s Meatpacking District. The concept car incorporates Genesis’ DNA (Audacious, Progressive, Distinctly Korean), while looking ahead to the next wave of EVs, highlighting Genesis’ future as a true luxury electric vehicle brand. 

Envisioning a new styling convention for the future 

The Genesis X Speedium Coupe was born out of a “freestyle” design exercise based on the Genesis X Concept led by the 2022 World Car Person of the Year, Genesis Chief Creative Officer Luc Donckerwolke. It inherits the timeless Genesis’ design philosophy, “Athletic Elegance,” in an even more progressive way. 

The name Speedium was inspired by the passion for motorsports felt by Genesis designers at the Korean racetrack. The name also encapsulates Genesis’ belief that the emotional value of driving will remain strong in the era of electrification. The addition of the word “coupe” further accentuates the enjoyment of driving through aesthetic designs. 

Genesis followed the principle of reductive design, or “less is more,” for the concept car. The Genesis X Speedium Coupe stands out for its restrained elegance, clean lines, and subtle curves. 

X Speedium Coupe challenges the status quo of a defined car type. It is not a conventional concept car that previews plans for the production lineup. 

“This car is an open-door moment in Genesis’ journey towards our future EV design,” said Luc Donckerwolke, Chief Creative Officer of Genesis. “This isn’t a show car — it’s a look into our design processes as we explore ideas for the next wave of EVs, one that incorporates Genesis’ DNA.” 

On the front of the vehicle, Genesis’ signature Two Lines lamps have evolved into a full-width element that encompasses the shape of the crest resembling the Genesis Crest Grille. It was designed to carry the brand signature of the wing face for the electrification era by integrating the daytime running lamps with the low beam and high beam together. It carries an EV face that symbolizes Genesis’ transformation towards becoming an all-electric car brand with a six-model lineup by 2030. 

From an overhead perspective, the hourglass silhouette highlights the car’s passion and character. The curvaceous and sensuous form accentuates the wheel arches creating muscular presence. 

Viewed from the side, the Parabolic Line extending from the front to the rear of the car maintains a certain tension in the design as a classic car would. The deliberate “anti-wedge” design culminates in a streamlined look that exudes understated elegance. 

Meanwhile, an elliptical tail balances out the look for a visually engaging tension between convex and concave surfaces in the rear. The V-shaped brake lights interrupt the circular shape by producing the striking contrast that is one of the hallmarks of a Genesis vehicle. 

“We are giving each design element space to breathe,” said Donckerwolke. “It’s not about making the design elements compete with each other, but about orchestrating the elements so that they complement and respect one another.” 

The concept’s metallic emerald green shade is referred to as “Inje Green.” As expected of a car that was inspired by a Korean racetrack, the color encompasses the mountainous landscape where the track is located, completing the image of a classic car that embodies dynamism, speed, and timeless elegance. 

Looking ahead to electrification in the U.S. 

Genesis has experienced significant growth in the U.S. market, achieving monthly sales records for the past 16 consecutive months as of March 2022. The brand recorded over 11,700 car sales in the first quarter of 2022, the largest quarterly sales achievement since its foray into the U.S. market in 2016. 

To build on its success, Genesis plans its first EV production, and begin sales push, within the U.S. market. 

Genesis announced that the Electrified GV70 will be its first vehicle produced in the U.S. at its manufacturing facility in Montgomery, Alabama. The GV70 is poised to set the new standard for luxury electric SUVs. Production is scheduled to begin in December this year with the goal of strengthening Genesis’ EV market position and continuing its commitment to electrification. 

Furthermore, Genesis announced Priority One, a purchase program designed to curate a personalized purchase experience for the GV60. By visiting www.genesis.com and providing their contact information along with a refundable $500 deposit, a Genesis Concierge will simplify the process and match clients with a qualified retailer. This program will be available in selected markets including California, Connecticut, New Jersey, and New York. 

About Genesis House 

Genesis House opened in November 2021 as the brand’s home in the U.S. Measuring 4,340 square meters and consisting of three floors, it carries forward the bold and innovative spirit of the brand by welcoming guests in a gracious manner that is deeply rooted in Korean culture. 

The basement, Cellar Stage is located in the basement outfitted with floor-to-ceiling LED-lit staging and state-of-the art audio-visual technology. Genesis holds numerous events held in collaboration with various artists and the local community. 

The first floor is an exhibition space where guests can experience all Genesis lineup, both the existing models and the concept cars that express the brand’s future vision. The architects used tessellated mirrors to beautifully set off the cars on display, and a curator is on hand to provide detailed explanations. The curator’s service at Genesis House is provided in English, Spanish, French, Chinese, Korean and other languages. 
On the second floor, guests can enjoy a Korean cultural experience in the Library, the Tea Pavilion, Genesis House Restaurant and the Terrace Garden. 

Genesis House Restaurant, established in collaboration with Onjium — a Michelin-starred restaurant and traditional cultural research center in Seoul — offers a creative and elegant gastronomic experience that harks back to the Korean Noble class cuisine that took inspirations from what Joseon-era royalty once enjoyed in their palaces. 

The 882-square-meter Terrace Garden, located outside on the second floor, overlooks the High Line, Whitney Museum of American Art, Hudson River and the little island. Reminiscent of a courtyard outside a “hanok,” or Korean traditional house, it is surrounded by low walls and an alley, serving as a cozy spot to enjoy a cup of coffee or tea.

Since its launch, Genesis has unveiled a number of concept cars in New York, the city that leads the way when it comes to luxury and trends. The brand’s decision to unveil these models in such a trendy city reflects its confidence in its designs. Opening Genesis House in the same location is another progressive move for the brand – one that once again projects its confidence to the world. From its new oasis in the city, Genesis will showcase its luxurious and innovative brand through various types of experiences. 

Designed by the Seoul-based architecture firm Suh Architects, the 46,000-plus square foot (approximately 4,340 square meters) space is audacious in design, progressive in function, and distinctly Korean throughout, inspiring the community to gather in a sanctuary that offers nourishment of body and mind. Genesis House’s curated programs will engage New York in cultural conversations about design, food, travel, health, and future mobility – season after season. 

“Genesis House is not just a showroom. This is a sophisticated oasis. The place where we share our inspirations at the heart of New York City,” said Jay Chang, Global Head of the Genesis Brand. “It will show the world who we are as a brand: audacious, progressive, and distinctly Korean.” 

“At Genesis, we welcome customers as if they are guests in our own house,” added Chang. “We want our guests to feel Genesis’ sincerity, and strive to provide them with the right experience at the right time. This defines our brand values.” 

Genesis House is a custom-designed space that showcases the brand in harmony and balance with its surroundings. High ceilings supported by massive columns and Corten steel, LED lighting, copper highlights and smooth oak flooring immediately communicate an industrial aesthetic that is complemented by eclectic displays of art. 

As the showpiece of Genesis House, the second floor harbors the most iconic elements of distinctly Korean culture through refined, contemporary design. Whether in the restaurant, Tea Pavilion, or library, stacked oak beams and shingles unify the space under a single traditional Korean roofscape. 

Features and amenities of Genesis House include: 
 

• Genesis House Restaurant curated by Onjium: The nearly 9,600-square-foot (approximately 890 square meters) Genesis House Restaurant marks the first international expansion for Onjium, a Michelin-starred restaurant and cultural institute from Seoul that is dedicated to creating a new and lasting heritage that takes inspiration from Korean traditional clothing, food, and housing. Onjium celebrates the ancient stories and flavors of Korean Noble Class cuisine in a new light, marrying traditional techniques found in old recipes and noble households dating back to the 1300s with progressive elements of Slow Food philosophy and thoughtful sourcing. Led by Onjium artisans Cho Eun-hee and Park Sungbae, the team brings its carefully crafted blend of Korean flavors to New York, which are rooted in the seasons and traditional fermentation techniques. The restaurant's sophisticated menu is a harmony of surprising flavors, featuring the finest local and imported ingredients, with both modern and traditional techniques presenting iconic Korean recipes like suranchae, a seafood recipe that was handed down through generations by a noble family in Gyeongju.[1] An authentic selection of banchan (side dishes) and beverages augment the dining experience. 

• Tea Pavilion curated by Arumjigi: Inspired by the tastes of connoisseurs, the Tea Pavilion is a veranda-like living room space featuring customized boryo[2] floor seating where guests are traditionally received by their host. The pavilion borrows motifs from the chaekgado[3] painting style to visualize the philosophy of virtuous scholars known as seonbi.[4] Serving as walls to enclose the space, a gridded bookshelf was designed to showcase collectibles such as monographs, writing and musical instruments, ceramics, and other artifacts related to the leisurely lives of seonbi. The windows of this library pavilion frame panoramic views of the Hudson River and the High Line beyond, which guests can enjoy while reading and sipping tea. Led by a trained tea specialist, the Genesis House Tea Ceremony will serve as a symbolic experience of hospitality as Genesis House welcomes its guests to refresh and recharge. 

• Showroom: The main floor offers guests an opportunity to experience the latest Genesis vehicles in a relaxed environment. Suh Architects framed Genesis vehicles as finely crafted objects of desire, using reflections from a tessellated mirror display to amplify their seductive engineering. These glass cases of telescoping linear light are hung on surfaces of exposed concrete, creating a unique art installation. A juxtaposition of raw materials and refined engineering characterizes the interior envelope throughout the showroom. Metallic mesh curtains are one of the distinct first-floor features. A shimmering perimeter of translucent copper envelops the Genesis House at street level, beckoning visitors to bring their curiosity indoors. Once inside, the veiled machines are revealed as the latest models of state-of-the-art engineering, highlighting key Genesis elements such as the Parabolic Line and Two Lines design cues. Finally, a flip-dot wall installation comprised of over 91,000 metallic discs draws visitors in with its copper waves of swirling patterns.  

• Cellar Stage: The Cellar Stage is located below the ground floor in a voluminous event space that runs the length of the building. Outfitted with floor-to-ceiling LED-lit staging and state-of-the art audio-visual technology, it is a space that is dedicated not only to launching new vehicles, but also to conducting thought leadership summits and hosting engaging events. 
  Library curated by Assouline and Arumjigi: Curated by LVMH publisher Assouline, the Genesis House Library is filled with special edition books, luxury display items, and unique accessories. Together, Assouline and Arumjigi have sourced distinctly Korean books and collections from around the world that discuss art, design, food, and travel. The Genesis House publication series will introduce original publications from Genesis House that highlight elements of Korean culture. The Genesis House Tea Book and Cook Book will be the first and second editions of the publication series. 

• The Terrace Garden: The outdoor terrace and garden offer guests an unobstructed view of the High Line. Spanning about 9,500 square feet (approximately 882 square meters), the terrace is surrounded by a traditional Korean landscape of white sand and gravel and adorned with greenery, extending Genesis’ views to the Hudson River and the High Line, the artery of Lower Manhattan. 

In addition to welcoming the general public, specially trained Genesis House curators will welcome guests via reservation, promoting the ethos of a shared oasis for cultural and commercial cross-pollination. The curators will introduce details of each model in various languages, including English, French, Spanish, Chinese, Korean, and more. 

Moreover, Genesis House will provide a highly sophisticated level of hospitality that is based on Korean customs for treating guests. Those who visit Genesis House will be treated as Genesis’ “Son-nim” – “son” meaning “guest” and “nim” being an honorific. This reflects the Korean virtue of providing the best to those who visit your home to see you. 

Genesis House will be open to the public from Tuesday to Sunday and closed on Mondays. From Tuesday to Thursday and on Sunday, it will be open from 11 a.m. to 10 p.m. On Fridays and Saturdays, it will be open for one hour longer. 

[1] The former capital of the Silla dynasty, located in the southeastern part of South Korea. 
[2] A versatile type of seating/bedding arrangement (cushion/mattress) that is found in traditional Korean homes. 
[3] Chaekgado describes still life paintings that typically depict books and book-related objects, including stationery. 
[4] A virtuous scholar who served the public without a government position to lead a life of academia and integrity.