Each course embodies the wisdom of traditional eating habits and “Jeolgi,” a traditional Korean agricultural calendar that divides the year into 24 seasons according to the movement of the sun. The autumn menu, available at lunch and dinner, reflects the unique culinary philosophy of Genesis Lounge and depth of Korean culinary culture.

To celebrate the autumn season, the Genesis Lounge has crafted a course that reimagines the abundance of autumn using seasonal ingredients sourced from Korea’s wilderness, mountains and seas. Drawing inspiration from ancestral wisdom and traditional cookbooks, this dining course embodies the philosophy of “yaksikdongwon,” that food and medicine share the same origin. It is brought to life through delicate culinary techniques that highlight the art of fermentation and the beauty of seasonal ingredients.

The next course is Ulleungdo longleaf seaweed noodles with sea urchin roe, only available for dinner, crafted with the signature ingredients of Ulleungdo Island, harmonizing the deep flavors of the sea with the clean, subtle flavors of the season. Next, diners are served a duo of abalone and croaker fish dumplings inspired by records from the Joseon Dynasty’s “Diaries of the Royal Secretariat” and reinterpreted for modern sensibilities, highlighting the timeless values of tradition with a contemporary touch.

The menu then moves on to mains, char-grilled tilefish with big fin reef squid delicately imbued with the subtle smokiness of a rice straw fire, evoking the essence of the countryside in the fall.

Following the fish course is wild mushroom hot pot rice and char-grilled Hanwoo thin skirt steak. The steak is a perennial favorite at the Genesis Lounge, tenderized using “nuruk,” a natural yeast starter traditionally used in brewing Korean rice wine, which imparts a delicate grain aroma and natural sweetness, resulting in an exceptionally tender texture and flavorful bite. Accompanying the steak is wild mushroom hot pot rice with 10 different varieties of mushroom, perfectly encapsulating the vitality of deep forests and the abundant richness of the autumn season.

To conclude the meal, desserts that capture the sweetness of autumn gently envelop the palate, offering a perfect ending to the dining experience. Pear sorbet and gamhongro, combining a refreshing pear sorbet with the ginger, citrus peel and cinnamon notes of the traditional Korean liquor gamhongro, provide a crisp and invigorating finish. Paired with the bold and rich flavors of persimmon leaf tea, dried persimmon and pine nut pie fill the senses with the deep and aromatic essence of autumn.

The Genesis Lounge welcomes its guests into a space that conveys the beauty of Korea in the most natural yet refined way, allowing visitors to experience the brand’s philosophy through all five senses. In particular, the Genesis Lounge’s culinary experience, infused with the essence of the upcoming autumn season, promises to provide guests with more than just a meal — it will gift them with unforgettable seasonal moments and a sensory journey like no other.

Seungbok Kang, the head chef at the Genesis Lounge, is a seasoned culinary master with 18 years of experience at one of Korea's most prestigious luxury hotels, the Shilla Seoul. Having honed his craft in the banquet division and at the French restaurant Continental, he later showcased a wide range of dishes at the acclaimed La Yeon, Korea’s first three-star Michelin restaurant serving Korean cuisine.

Kang brings his expertise to the Genesis Lounge by reimagining traditional Korean ingredients with a modern, innovative flair. Each dish is meticulously crafted to embody Genesis’ philosophy of exceptional hospitality, delivering a one-of-a-kind dining experience that is exclusive to the Genesis Lounge. Kang was able to share insights into his process and inspiration during a recent interview at the Genesis Lounge in Seoul.

How long have you been a part of the Genesis Lounge?

I’ve been working with the Genesis team since July 2022, even before the official opening of the Genesis Lounge. Compared to my previous experience working in other hotel restaurants, this role has been both a new challenge and a refreshing journey — one that I’ve found deeply rewarding and enjoyable.

How does overseeing the dining service at the Genesis Lounge differ from your experience in hotel restaurants?

The biggest difference lies in the scale and audience. Unlike hotel restaurants that often serve hundreds of guests at once, the Genesis Lounge is an intimate, exclusive space reserved for a select few. This allows us to focus on delivering highly personalized service, thoughtfully tailored to each guest’s unique preferences and needs. Even for developing menus, we can carefully consider the tastes and lifestyles of the Lounge visitors to create a dining experience that truly aligns with their expectations.

What is the process behind developing new seasonal menus?

At the Genesis Lounge, our course menus are uniquely designed to reflect the essence of each of the four seasons. Menu planning begins with research into seasonal ingredients and testing. First, we select ingredients that best capture the spirit of the season, then explore how they can be transformed into dishes suited to the Genesis Lounge’s atmosphere, operational philosophy, and the preferences of our guests. These ideas are then refined over the course of a month through samplings, allowing each concept to be brought fully to life. The first results are then reviewed through tastings with the Executive Chef of The Shilla Seoul, the Head of F&B, and the Head Sommelier, incorporating their feedback to enhance the dishes’ quality. Finally, after a tasting with Genesis executives and staff, the dishes are ready to be presented to our guests.

Where do you draw inspiration for menu development?

All culinary ingredients come from nature; seasonal changes and the foods best suited to each season are guided by nature’s order. I have always had the habit of observing and seeking to understand things deeply, but before developing new menus I dedicate even more time to exploring the essence of natural ingredients. It’s essential to preserve their inherent taste, aroma, shape and color, while also considering how they harmonize with other ingredients to create a balanced whole.

What do you prioritize the most when preparing a menu?

My team's feedback. No matter how much I personally like or feel confident about a dish, if my team’s feedback during tastings differs from mine, I’m willing to let the idea go. The menus we serve at the Genesis Lounge are not mine alone, but the results from our entire team. I believe that every team member should feel complete confidence in every dish we serve, as their dedication and sincerity will truly reach our guests. This is especially important for team members who directly serve the dishes, who can directly notice and sense the guests’ reactions in real time. Ensuring they feel proud and assured about what they serve is, above all, what matters most.

Among the menus you’ve created for the Genesis Lounge, is there one you feel particularly attached to or found especially challenging to create?

Since I’m designing menus for Genesis’ top-tier clientele, I focus heavily on expressing Genesis’ philosophy and values through food. Balancing the Korean elements Genesis aims to share with the world while also capturing the brand’s spirit of innovation, challenge and emotion is no small task. Yet this very process is what makes me deeply attached to each menu we create.

One memorable example is when we used burdock root, a quintessentially Korean ingredient often found in everyday dishes, to create unique culinary interpretations such as ice cream, japchae (stir-fried glass noodles), meat noodle soup and chips. This was a bold and creative reinterpretation of a traditional Korean ingredient designed to align with Genesis’ brand vision. The overwhelmingly positive reactions we received from guests made it one of my most memorable projects.

Is there something you hope guests will take away from their dining experience at the Genesis Lounge?

As a chef, food is my language for communicating with guests. What I truly hope is that guests approach the dishes with an open mind, allowing themselves to feel the emotions and messages we aim to convey through each bite.

When designing a menu, I immerse myself in it with the same passion as a young man in love — thinking about it endlessly and pouring my heart into every detail. If this level of care and passion resonates with our guests, it will bring me immense fulfillment and joy.

Looking ahead, what changes or developments can guests expect at the Genesis Lounge?

I believe the defining hallmark of the Genesis Lounge is its exclusivity, especially the unique combination of Genesis’ signature hospitality with a refined culinary experience that deepens our guests’ connection to the brand. Guided by this belief, we devote the utmost care to every menu we create. Going forward, we will continue to reflect upon the voices of our guests to deliver an exceptional dining service that embodies the values of Genesis with the highest standards of sophistication.

Exclusive Luxury Experience Tailored for Genesis VIPs

Last year, Genesis established its Genesis Exclusive Customer Experience Division, signaling its evolution from just a luxury mobility brand to a luxury lifestyle brand.

To usher in this new era, Genesis invited a select group of its VIP customers to an exclusive wine pairing dining event at the Genesis Lounge in April. The event featured Peter Wilmert, CEO of Napa Valley's esteemed Hudson Winery, who curated five distinct wines to complement Genesis’ signature course menus.

Hudson Winery is renowned for its commitment to environmentally friendly cultivation methods, producing wines that harmonize naturally with the “terroir.” Terroir refers to the environment’s influence on the wine-making process, encompassing factors like soil, terrain, climate conditions and the care and dedication of the growers, all interacting to create a unique product. This emphasis on “less is more” aligns with Genesis’ design philosophy of “Reductive Design,” which seeks elegance and sophistication through restrained beauty.

The event showcased five wines from Hudson Winery: Little Bit Chardonnay Carneros (2022), Seashell Chardonnay Carneros (2021), Ladybug Chardonnay Carneros (2022), Old Master Carneros (2021) and Phoenix Napa Valley (2020). Among them, three wines are not available for purchase in Korea, and the Old Master Carneros was exclusively presented for this event. However, Seashell Chardonnay Carneros and Phoenix Napa Valley can be found in local supermarkets across Korea.

After the dining experience, Genesis expressed their gratitude to guests by gifting them each two bottles of wine personally signed by Wilmert. These wines were presented in a wine bottle carrier from the soon-to-be-released Genesis Collection, which is a collection of Genesis-branded lifestyle accessories from keychains to golf equipment.

“I hope that today's gathering will be fondly remembered by our customers as a delightful and satisfying experience,” said Vince Kim, Executive Director of the Genesis Exclusive Customer Experience Division, who planned and oversaw the event.

The Genesis Newsroom team sat down with Kim, who shared how Genesis is setting new standards by bringing luxury to every moment with the brand through these curated occasions.

This event was a special occasion exclusively for Genesis VIPs. Could you share why you chose a wine pairing experience for the inaugural event and what the preparation process was like?

The idea stemmed from the fact that many of our customers select the wine subscription option as part of the Genesis membership program. The signature dining courses at the Genesis Lounge are also consistently popular. This led us to design an event that combines dining with wine pairing. We underwent an extensive process to curate the guest list and partner with the right winery, and we meticulously prepared for all aspects, from understanding individual customer needs to planning logistics and ensuring pre- and post-event services.

Our team focused entirely on the customer experience, perfecting every detail with determination, agility and collaboration. As a result, we received positive feedback from the participants. Moreover, this event holds particular significance as it was the first fully managed initiative by our Genesis Exclusive Customer Experience Division, encompassing everything from planning, customer analysis, and invitations to on-site execution.

What was the customer feedback like about the event?

The most common response was that attendees felt special and a sense of pride in being Genesis owners. The exclusive customer experience is truly about offering a unique experience tailored solely for Genesis owners. Knowing that the special elements we planned translated into customer pride assures me that the event was a successful reflection of our intent.

The Exclusive Customer Experience Division might feel a bit unfamiliar or new to some.

The department name reflects our commitment to offering each individual a thoughtful and unique service that goes beyond basic customer interaction or management. Our goal is to provide all Genesis owners with personalized, emotionally resonant experiences that instill pride and satisfaction, which will deepen their affection for the brand. We aim to naturally infuse the Genesis touch into every aspect of the customer journey. We believe that these layered experiences will collectively become the story of Genesis and ultimately define the brand's identity.

Before joining Genesis, you worked with other luxury car brands. In your view, what makes customers gravitate toward a specific brand?

From my experience meeting various customers in previous roles, I realized that customers develop an affection for brands that resonate with their interests and engage them in meaningful ways. Essentially, customers choose to align with a brand like Genesis based on the experiences and values it offers. For a luxury brand, customer experience is more than just service; it is a vital asset that defines the brand's purpose and competitive edge.

What kind of brand do you hope Genesis will become for its customers?

I hope Genesis will be perceived as a brand that genuinely cares about its customers. By thoughtfully attending to details that others might overlook and creating lasting emotional impressions, I believe it will become a brand that everyone loves.

We look forward to the unique customer experiences Genesis will offer in the future. Could you share your vision for Genesis exclusive customer experiences?

I believe that Genesis owners are not just buyers, but partners who grow with the brand. I believe that the brand should serve as a positive inspiration in their lives by honoring and connecting with their individual lifestyles. I want our philosophy and values to be part of every journey our customers embark on with Genesis and to set a new standard as a true luxury lifestyle brand.

With this understanding, Genesis has dedicated years to the meticulous creation of bespoke fragrances for its major brand spaces and showrooms. This commitment to curating an unforgettable customer experience stems from the brand’s desire to stimulate all five senses, known as “ogam” in Korean. 

Signature Scents 

Genesis has three exclusive scents that were designed to best capture the brand’s values. 

• Down to Earth takes on a less-is-more approach, centering on inner balance and subtle elegance. This scent showcases a sophisticated composition of orris root and sandalwood, and can be savored at worldwide Genesis “studios,” or Genesis showrooms often located in bustling areas with high foot traffic. 

• Jaunty Breeze was created on the notion of spaciousness, progressiveness and the “silent sign” of luxury, boldly suggesting that Genesis has what it takes to make dreams come true. The fragrance is incorporated in the Genesis House Restaurant and Tea Pavilion, located on the second floor of Genesis House New York, a multicultural brand space in the Meatpacking District. 

• Coming Home was curated to be intimate, sincere and “precisely positive.” With vetiver and patchouli as the base ingredients, this scent exudes smooth elegance, strength and sophistication. It can be enjoyed at Genesis Lounge in central Seoul; as well as at Genesis Gangnam in southern Seoul, the brand’s first standalone showroom; and Genesis Suji, a four-story showroom in Yongin, Gyeonggi, south of Seoul. 

Collaboration With Master Perfumer 

All three uniquely crafted fragrances were developed through a collaborative effort with renowned Swiss perfumer Andreas Wilhelm. 

With an illustrious career spanning over two decades, Wilhelm’s journey with Genesis goes back to 2017, when the brand initially conceived the idea to develop customized scents for its brand spaces and showrooms. 

Each scent took approximately 10 months from ideation to implementation. Throughout this process, ingredients were attentively chosen to capture the brand’s values — orris root and sandalwood for elegance, cedarwood and bergamot for modern luxury, and vetiver and patchouli for sincerity. 

Unique Customer Experience 

For an auto brand like Genesis to develop bespoke scents, it’s all about establishing a consistent brand identity and providing a unique customer experience, stresses Taehong Choi, a Senior Manager at the Genesis Ownership Value Team. 

“By incorporating these fragrances into our brand spaces,” Choi says, “the aim was to create captivating experiences that would leave a lasting impression on customers and, ultimately, entice them to revisit the venue and form a stronger connection with the brand.” 

Customers have responded favorably to the scents, says Kim, mentioning that some have even inquired about the possibility of purchasing them. 

The perfumes are currently not available for sale, but preparations are underway to make them purchasable through an online global platform. 

From his early days in a rock band to collaborating with famed artists like Hyoshin Park and IU, one of Jung’s latest gigs was to compose the TV commercial background music for the redesigned G80. 

During a recent interview at the Genesis Lounge in central Seoul, Jung shared insights about his creative journey and sources of musical inspiration. 

How does it feel to see your international reputation soar due to the success of "Parasite" and "Squid Game"? 

I still can’t believe [the “Parasite”] won the Academy Award. But full credit goes to the directors. My job was to simply discover the most fitting musical language. The success of these works has luckily given me a lot of opportunities, such as [my first album with the British record label] Decca, and a chance [to collaborate] with the Seoul Philharmonic Orchestra. It’s like I’ve opened a new chapter in my career. 

When you released your first album last year, “List,” you said you wanted to take on new challenges. What has the past year been like for you? 

I fortunately had numerous opportunities to collaborate with the classical music industry, such as the London Symphony Orchestra, of which I have over 300 album CDs at home. Despite classical music not being my field of expertise, I also collaborated with the Seoul Philharmonic Orchestra. These experiences have broadened my perspective toward neo-classical music and orchestras, sparking a desire to delve deeper and expand my knowledge in these areas. This newfound interest has been the most significant shift for me in the last year. 

You recently worked on the music for the G80 commercial. Was it your first venture into ad music?

I've been doing different advertisements since my 20s, but I think this was the first time working on such a large-scale ad encompassing a 30-second and 60-second USP [unique selling proposition]. 

How was it compared to your previous works? 

I’m the type of person who finds composing four-minute K-pop songs challenging because I feel they’re too short [for my creative process]. But with this ad, I had to condense everything into less than a minute, so the process required a much more detailed approach. Longer pieces usually give me the freedom to improvise, but with shorter ones, every little detail is important, from the choice of an instrument to the placement of each note. 

Watching the ad, the latter half seemed to have a different vibe from the first. 

I tried to focus more on [the G80’s] performance and design with the first part, and then emphasize the quietness and coziness of the interior for the latter, highlighting a sense of comfort. 

I heard you’re currently test-driving the G80. 

I’m not used to driving luxury cars, but I was immediately struck by the serene silence and comfort of the ride. The driving experience of the G80 is completely different from that of my own car, especially on the highway. Music sounds fantastic in the G80, and the picturesque scenery passing by makes me feel like I’m in some sort of a music video. 

In a previous interview, you once expressed hope that your Korea-inspired music would spread globally. “Distinctly Korean” is actually a core part of the Genesis DNA. 

From a young age, I’ve been passionate about traditional arts, particularly traditional music. This passion stems not from my Korean nationality, but from my sheer appreciation for the beauty of Korean art and culture. Over time, traditional music naturally made its way into my soul and music. It’s not that I have some grand mission to promote Korean culture across the world. The beautiful language that permeated within me is just unwittingly expressing itself.

Chul Min Lee, Genesis Brand Experience Officer, shares the story of Genesis branding and highlights the distinctive nature of its marketing tactics. 

How would you assess the recognition of Genesis as a luxury brand? 

When Genesis took its first step as an independent brand [in 2015], it had two criteria to evaluate its success as a luxury brand. The first is whether Genesis comes to mind when customers list luxury brands. If our customers consider Genesis among the many respected luxury automotive brands that enjoy a deep history upwards of 100 years, we thought it would be a solid sign of good brand direction. The second indication of success is if the media categorizes Genesis in the company of these historic luxury brands. We hold the media’s perspective in high esteem because it is at the forefront of industry trends and market changes. Year after year, the volume of such comparisons with the world’s luxury automotive brands has increased. Additionally, it’s important to note that Genesis considers sophistication and satisfaction to be the value of true luxury, rather than simply a number on a price tag. We believe the essence of luxury lies in individual experiences and emotional connections. 

How do you approach different perceptions in Korea and abroad, namely the United States? 

As a global luxury brand, we strive to provide a consistent brand experience across all touchpoints, to all customers around the world. However, there are still some differences in perceptions between Korea and other regions, including the United States, which is why we also customize our approach to each market, depending on the timing of entry and specific market position. The scale of the results varies, but North America is a particular strength where sales and market share are increasing each year. For instance, Genesis has been ranked as the No. 1 brand by J.D. Power’s Tech Experience Index (TXI) for the past three years and was awarded the No.1 premium brand by the same organization’s Initial Quality Survey (IQS) in 2022. MotorTrend has also bestowed our flagship G90 model with the honor of 2023 Car of the Year. Overall, Genesis’ modern interpretation of Korean values and characteristics plays a crucial role in our global success. Differentiating Genesis from other luxury automotive brands, this is a unique foundation that has been met with positivity in the global market.

What strategy has Genesis employed to compete against other luxury auto brands with much longer histories? 
 

Genesis’ success is based on remaining true to our DNA of being Audacious, Progressive, and Distinctly Korean, and each element is continuously refined as the brand evolves. With design as the greatest force driving the brand, Genesis has sought global expansion by designing not only products but also distinctive customer experiences. 

What’s the strategy for Europe, where most other luxury auto brands are based? 
 

Our European presence is still fresh, having only entered the market in 2021, but we have seen steady recognition for product competitiveness in a region native to most other luxury automotive brands. Genesis aims to further strengthen our brand in Europe by taking the lead in electrification, and with an expanded EV lineup in the works for the next few years, there is great excitement among consumers for these upcoming models. Genesis’ engagement with the European market is also bolstered by our title sponsorship of the Scottish Open, Europe’s prestigious golf tournament, as well as the ongoing expansion of brand experience locations in the United Kingdom, Germany and Switzerland. 

Speaking of golf, how did golf marketing become a major focus for the brand? 
 

The game of golf’s intrinsic elements of mutual respect, dignity and innovation are very much in line with the values of Genesis. As a result, we’ve been very interested in golf from the beginning, as we believe it is the most effective way for us to tell our brand story. A key distinction of Genesis’ golf partnerships is our focus on courtesy toward both players and caddies, coupled with active and sincere communication with fans through our emphasis on Genesis hospitality. 

Genesis is also well known for its collaboration with Tiger Woods. How did this relationship come about? 
 

Our Tiger Woods partnership began with our sponsorship of the Genesis Invitational, formerly known as Genesis Open, which is hosted by Tiger Woods. We’ve worked with Woods’ TGR Foundation for seven years now. The tournament was upgraded to the Genesis Invitational in 2020, and Tiger Woods now personally invites players to compete.

Genesis has also provided luxury transport for numerous high-profile events and celebrities. What are some of these highlights? 
 

In addition to partnerships with film festivals like the Academy Awards and the Busan International Film Festival, we also provide transportation to events that are part of Genesis’ commitment to expanding customer experiences. Genesis has supplied vehicles for world-class musicians such as Yunchan Lim, Sunwook Kim and Seong-Jin Cho to travel to major performances in comfort. Along with extending a fleet of vehicles for large events, we support smaller occasions that bring “a sense of Genesis” to our target audience, allowing our prospective customers experience Genesis in the process. 

A key distinction for Genesis is its brand experience spaces like Genesis House New York and Genesis Studio Hanam. What can customers expect to find when they visit? 
 

We now have various types of brand-exclusive experience spaces that reflect the brand philosophy and identity of Genesis, such as Genesis Studio, Genesis Lounge and Genesis House. With around 70 locations around the world, including the United States, China and Europe, customers can explore a variety of cultural experiences through hands-on activities, vehicle display and purchase, as well as food and beverages. Korean spaces in Hanam, Anseong, Suji, and Gangnam have seen nearly 730,000 visitors per year as of 2022, and Genesis House New York consistently receives more than 5,000 visitors monthly. 

How are Genesis brand experience spaces different from traditional car showrooms? 
 

Our spaces are not limited to the traditional role of a car showroom, serving as a branded multi-cultural space with a lifestyle component. The cultural experience opportunities are in line with Genesis' concept of “experiential consumption,” going beyond a mere journey of purchase to designing an experience. Genesis House New York, which opened in November 2021 in Manhattan, is the first of the brand's multi-cultural locations. It is an "oasis of culture in the city" that not only showcases vehicles but also includes a Korean restaurant, terrace garden and library where customers can relax and be culturally inspired. The Genesis Lounge at the Shilla Hotel in Seoul, opened in January 2023, is a private haven that fully embodies Genesis' unique brand philosophy. Here, owners of the G90 Long Wheel Base can immerse themselves in the sensory experience that Genesis has to offer with a variety of gourmet food and music in spaces such as the bar, dining room and sound room. Each brand experience space is focused on providing a rich experience that encapsulates Genesis’ identity. 

What’s the ultimate branding goal of Genesis? 

Rather than focusing on short-term customer satisfaction, Genesis is committed to a long-term approach aimed at enhancing the lives of our “Son-nim” [a Korean term for esteemed guests] based on our core beliefs. By offering the utmost attention and care, Genesis strives to make customers feel safe and comfortable in every experience with our products, spaces and services. 

Nowhere is hospitality taken more seriously than in the Genesis Lounge, a private haven nestled in the heart of Seoul that’s exclusively reserved for owners of the G90 Long Wheel Base (LWB), Genesis’ flagship luxury sedan. 

Customized Comfort

The Genesis Lounge is just one of many Genesis spaces around the world that seeks to deliver a sanctuary with plenty to explore.  

Located on the fifth floor of The Shilla Seoul, an opulent five-star hotel adjacent to the iconic Mount Namsan, the Genesis Lounge provides a wide range of delicate experiences pleasing to the five senses, known as “ogam” in Korean. 

As soon as guests arrive at the entrance of the Genesis Lounge, they have the choice to either stroll past a sprawling LED “storytelling wall” that guides them to an open lounge, or an alternative path that seamlessly connects to a bar and other adjoining areas. 

The LED wall is adorned with alternating displays inspired by Genesis' design philosophy of “Athletic Elegance” and the identity of the Genesis Lounge, known as “tuh,” which is the Korean term for a plot of land on which a house is constructed. 

The bar, overlooking Mount Namsan and its breathtaking scenery, holds more than 40 single malt whiskies and wines from various countries.  

An elegant dining room offers a constantly changing journey of Korean cuisine with seasonal ingredients at the core of each dish.

Next to the dining room is a state-of-the-art sound room, where high-performance pure-metal speakers crafted by prominent sound master Guk-il Yu, head of Metal Sound Design, are used to transmit distinct sounds entirely uninterrupted to the listeners’ ears. This creates a unique environment where one’s voice is clearly heard despite the music playing in the background at a high volume. 
 

The open lounge is suitable for intimate receptions, with standing tables strategically placed to stimulate close interactions. In the near future, dining furniture will be added to accommodate dining as well.

“Our vision for the lounge is to make it an original hospitality environment that engages all five senses,” says Graeme Russell, Chief Brand Officer for Genesis. “The lounge also has been designed to provide the utmost comfort to our customers, as if it is their own suite, with customization to the highest degree.” 

Embracing Korean Heritage 

Various traditional Korean elements can be found at the Genesis Lounge, a testament to the brand’s Korean identity and humble origins. 

Renowned Korean architect Wook Choi of One O One Architects, who designed the space, characterized the overarching design concept as “open madang,” drawing inspiration from the flat spaces or front yards typically seen in traditional Korean homes.

Just like a madang, the Genesis Lounge essentially serves as a multi-functional cultural space, an outdoor extension of the indoors, as part of the wider tuh.
 

The absence of clear boundaries within the Genesis Lounge contributes to the ambience of continuity and fluidity, further enhanced by the melodic sounds emanating from the sound room when the doors are open.

At the heart of the Genesis Lounge lies the “Son-nim” philosophy, a cornerstone of the brand’s hospitality that revolves around treating customers as esteemed guests. The host team engages with visitors in a manner that consistently conveys mutual respect, starting from the moment they enter the lounge until they depart. 
 

“As a luxury brand, hospitality is one of the three core elements that sets Genesis apart,” says Russell. “Treating a guest as a Son-nim means that we respect and care for them as our own people.”

Private Wine-Tasting Event With Top Expert 

In line with its commitment to delivering exclusive experiences for Genesis owners, the luxury auto brand hosted a premium wine-tasting session at the Genesis Lounge last September. 
 

Renowned wine sommelier and writer Anthony Mueller, who joined the Robert Parker Wine Advocate reviewer team in 2019 and boasts over 20 years of expertise in the food and wine industry, was invited to lecture about the geography, history and optimal ways of savoring top-quality wine.

Five wines that received a perfect score from the Robert Parker Wine Advocate were introduced during the session, including the M. Chapoutier Ermitage Le Pavillon 2010. 
 

Only 30 Genesis owners chosen from a pool of thousands of applicants participated in the three-day event. 

The Genesis Lounge is open from 11 a.m. to 11 p.m. every day of the week except for the first Monday of each month. G90 LWB owners can make reservations through the Genesis Boutique website, My Genesis app, or by calling the concierge at +82-2-6240-3652.