SEOUL, Aug. 26, 2026 — Genesis announced today that it is the lead supporter of “Do Ho Suh,” a new major exhibition at the National Museum of Modern and Contemporary Art, Korea (MMCA) in Seoul, running from Aug. 27 to Feb. 9, 2027.

This expansive exhibition presented by the National Museum of Modern and Contemporary Art, Korea (MMCA) offers a comprehensive look at the 30-year practice of globally acclaimed artist Do Ho Suh. Featuring approximately 500 artworks, including drawings, sculptures, videos and installations, the exhibition closely examines Suh’s artistic perspective evolved across time and space.


Bringing together works ranging from previously unseen early pieces to ongoing recent projects, the exhibition delves deeply into the artist’s enduring investigations: the concepts of home and migration, the interplay of memory and identity, and the relationship between the individual and the collective.

Notable works include his iconic “Rubbing/Loving” series, in which the artist traced the memory of places he once inhabited by covering them with traditional Korean paper, “hanji,” and rubbing their surfaces with graphite and colored pencil. The exhibition also features the “Bridge Project” — which scales the concept of building a bridge that connects three homes Suh has lived, blurring the spatial, temporal, psychological, and cultural boundaries between Seoul, New York, and London — alongside early works like “Who Am We?” (2000) and “Floor” (1997–2000), which explore the relationship between the individual and collective society.

Several newly created or repurposed works supported by Genesis for “The Genesis Exhibition: Do Ho Suh: Walk the House” at Tate Modern, London last year, will be presented to audiences in Korea for the first time. Among them are “Nest/s” (2024) and “Perfect Home: London, Horsham, New York, Berlin, Providence, Seoul” (2024). These life-sized installations recreate the artist's past and present residences using layers of translucent fabric. Visitors are invited to walk through these immersive structures, reflecting on the relationship between migration and settlement, place and memory.

Marking the most extensive presentation of Suh’s work to date, the exhibition features unseen early works as well as newly unveiled projects. A large structure titled “Seed Bank” houses the artist’s foundational works, including childhood drawings and his university projects. Elsewhere in the exhibition, the newly unveiled “Memory of Love” (2026) poignantly explores the deep connections between the body, clothing and the home, extending the artist's personal memories to the lived experiences of the audience.

From Dec. 18, the artist's renowned large-scale installation, “Apartment A, Unit 2, Corridor and Staircase, 348 West 22nd Street, New York, NY 10011, USA” (2012), will be added to complete the expansive exhibition. Presented within the soaring open space of MMCA Seoul Box, the installation offers visitors a rare opportunity to fully experience the breathtaking architectural scale of the piece.


“We are honored to support the ‘Do Ho Suh’ exhibition, which invites nuanced reflection on the fundamentals of human existence through the interwoven relationships between memory and space, and the individual and collective," said DooEun Choi, Art Director of Hyundai Motor. "We hope the exhibition offers the audience an artistic experience that opens new perspectives on the self and the world, while illuminating values that transcend time and space."


Reflecting its commitment to cultivating authentic experiences, Genesis will continue expanding its collaborations with leading art institutions and visionaries to inspire profound cultural dialogue with broader audiences, building on initiatives such as The Genesis Facade Commission at The Metropolitan Museum of Art and The Genesis Talks at the Los Angeles County Museum of Art (LACMA).

LOS ANGELES and NEW YORK, July 29, 2026 — Academy Award®-nominated writer and director Maggie Gyllenhaal and Genesis unveiled the First Look images for their new film “Flesh Impact” created in honor of Marilyn Monroe’s centennial. The film stars Oscar® winner Ellen Burstyn and Dakota Johnson as two versions of Monroe, alongside Emmy® nominees Peter Sarsgaard and Sepideh Moafi (The Pitt), and will have its World Premiere at the 2026 Venice International Film Festival, where Burstyn will receive the Golden Lion for Lifetime Achievement. The film is produced by William Green for The Cut, Michelle Ross for Superprime, Nicolette Spencer and Melissa Moore for INNOCEAN, and is presented by Genesis. Maddi Carlton, Brandon Boerner, Rebecca Skinner, David Webb and Courtney Kivowitz serve as executive producers.

A love letter to one of cinema’s most enduring icons, the film honors Marilyn Monroe’s singular power to challenge convention and captivate the world across generations. Dakota Johnson portrays Monroe at the height of her fame, while Ellen Burstyn stars as a version of Marilyn the world never had a chance to see. The film takes its title from a phrase used to describe Marilyn Monroe's aura — that she looked so real and luminous on camera that viewers felt they could touch her through the screen. The film was created with the blessings of the Marilyn Monroe estate holders, Authentic Brands Group, and presents Marilyn as audiences know her best: defying boundaries.

“I’ve always been fascinated by Marilyn Monroe. So, when Genesis first came to me with the idea of a celebratory project for her centennial, I knew I wanted to work together on bringing this story to life,” says Gyllenhaal. “With ‘Flesh Impact,’ we showcase the timeless icon we know and love through a modern lens that reclaims her story.”

“At Genesis, we believe the arts have a unique ability to inspire reflection, spark meaningful conversation, and connect people through stories that endure across generations,” said Amy Marentic, chief marketing officer of Genesis Motor America. “Our support of this film honoring Marilyn Monroe reflects our commitment to celebrating cultural icons whose influence extends far beyond their time. With Maggie’s strong vision as writer and director and our valued creative and producing partners at INNOCEAN, Superprime and The Cut, ‘Flesh Impact’ offers an opportunity to reconsider Marilyn’s narrative the way she would have wanted: in control and charting her own course.”

Gyllenhaal brought a remarkable group of artisans to the film including Academy Award®-nominated Production Designer Karen Murphy (Elvis), Emmy®-nominated Casting Director Mary Vernieu (The Last of Us, Euphoria), BAFTA Award®-nominated Costume Designer Jennifer Johnson (I, Tonya, Bugonia), Editor Affonso Gonçalves (Hamnet), and Director of Photography Lawrence Sher (The Bride).

PARIS, July 13, 2026 — Hyundai Motor Group continued its support for global arts and culture by officially sponsoring the second Sumi Jo International Singing Competition. The event, aimed at discovering the next generation of opera stars, took place from July 6–11 at the historic Château de La Ferté-Imbault in the Loire Valley, France.

Founded by world-renowned soprano Sumi Jo in 2024, the competition aims to discover and nurture emerging vocal artists aged 18-32. This year’s edition attracted greater global interest in the classical music world, drawing over 500 aspiring singers from 55 countries.

The Group participated as official sponsor for the second edition, continuing its support from the inaugural competition. As 2026 marks the 140th anniversary of Korea-France diplomatic relations, its sponsorship contributed to nurturing artistic talent and promoting classical music culture while advancing cultural exchange between the two nations.

"We hosted this international competition to discover and support artists with a global vision to make the world a better place through music. I am proud and grateful to join hands with Hyundai Motor Group. We hope this collaborative relationship will continue for many years to come," said Sumi Jo, soprano and founder of the Sumi Jo International Singing Competition.

Who Judged the Competition?

The jury for this year’s edition was composed of leading figures from the classical music world, providing a vital link between the next generation of vocalists and the established music community. Esteemed judges included Sumi Jo; Olivier O. Medinger, jury president and owner of Château de La Ferté-Imbault; Jonathan Friend, artistic advisor to the Houston Grand Opera; Paolo Gavazzeni, casting manager for La Scala; Alain Lanceron, honorary chairman of Warner Classics and Erato; Melanie Allmendinger, artistic administrator at the Royal Opera House; and tenor Marcelo Álvarez.

How Did the Group Create Premium Brand Engagement?

To provide a premium brand experience, the Group offered on-site programs that connected Genesis with the global arts and culture community.

• Vehicle Exhibition: The Group established a dedicated exhibition space at Château de La Ferté-Imbault, showcasing Genesis Electrified GV70 and Electrified G80 models. This allowed prominent international arts and culture figures attending galas and related events to experience the Genesis brand firsthand.
  

• VIP Transportation: Genesis G90 served as the official vehicle for judges and key participants, with a dedicated chauffeur service ensuring convenience and seamless logistics throughout the competition.
  

• Customer Engagement: Hyundai Motor France, Kia France and Genesis Motor Europe invited key local customers in France to attend the event, connecting with them through the unique medium of cultural arts.

“It is particularly meaningful to continue our sponsorship of this competition in France during the significant 140th anniversary of Korea-France diplomatic relations. We will continue our sincere commitment to supporting arts and culture, contributing to the expansion of the arts and fostering cultural exchange while strengthening communication with our customers,” said Charles Fuster, Brand director of Genesis France.

How Is Genesis Expanding in Europe?

Genesis recently announced its plan to expand into Austria, Denmark, Portugal and Poland by 2027, bringing its total European footprint to 11 markets. The premium automotive brand aims to have more than 50 locations operational across Europe by 2027.

Present in France since February 2026, Genesis has opened its first two dedicated retail locations in Paris and Lille. The brand also relies on a network of 20 authorized repairers across the country to provide convenient after-sales support. In France, the Genesis electric lineup is available from €519 per month with no initial deposit for the GV60.

In France, every Genesis vehicle benefits from the Genesis Prestige program, which includes a five-year manufacturer's warranty, five years of 24/7 roadside assistance across Europe and five years of scheduled maintenance with unlimited mileage. In the event of vehicle immobilization, Genesis also provides dedicated mobility solutions and personalized customer support to deliver a premium ownership experience.

Genesis also continues to strengthen its motorsport ambitions through Genesis Magma Racing, with European operations based at Circuit Paul Ricard in Le Castellet, southern France. In June, the team reached a major milestone by successfully completing the 24 Hours of Le Mans on its Hypercar debut, making Genesis the first South Korean automotive brand to both start and finish the legendary endurance race.

NEW YORK, June 2, 2026 — Timed to Marilyn Monroe’s centennial, Genesis unveils “Manifesting Marilyn: The Making of an Icon,” an immersive exhibition at its flagship brand space, Genesis House, that reveals a side of one of the world’s most recognizable figures rarely discussed: her intelligence, ambition and intentional self-authorship.

The world knows Marilyn Monroe as an image, glamorous, timeless, mythic. This exhibition uncovers what the headlines often missed. Monroe dared to dream beyond circumstance, studied the world around her, built power within a restrictive system and made her future visible before anyone else could fully see it. She understood that her image was a tool, not her totality, and engineered her own transformation from Norma Jeane into an enduring icon.

“Manifesting Marilyn speaks to the courage required to imagine beyond expectation,” says Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “Marilyn’s story reminds us that icons are shaped through vision, discipline, resilience and the willingness to begin again. At Genesis, and through this latest installation at Genesis House, that ethos of becoming informs how we think about design, culture and hospitality, and how we create experiences that look forward with intention.”

While visitors move through reimagined headlines, an intimate office, a dedicated library, a vanity that reframes glamour as craft, a cinematic experience and a reflective new beginnings space, they encounter not a myth, but a woman who dreamed with intention and built a future beyond expectation. From Norma Jeane to Marilyn and beyond, the Cellar Stage brings self-creation to life as an immersive experience of light, reflection and legacy.

As “Manifesting Marilyn: The Making of an Icon” invites visitors to reconsider Marilyn Monroe through the lens of intention, intellect and self-authorship, the exhibition’s opening night will be attended by Chloë Sevigny, whose career has been defined by a similarly thoughtful and unconventional approach to storytelling. Known for her discerning eye and enduring influence across film, fashion and culture, Sevigny brings a modern sensibility that aligns naturally with the exhibition’s reframing of Marilyn as someone who shaped her own narrative.

“Marilyn has always represented far more than the image people project onto her,” said Chloë Sevigny. “What I find so compelling about Manifesting Marilyn is how it honors her ambition and the agency she claimed in shaping her own story. It feels incredibly resonant today, and Genesis House creates a space that invites you to look closer and reflect on how icons and individuals are truly made.”

The Exhibition

The exhibition unfolds across six distinct spaces, each revealing a different dimension of Marilyn’s mind and method:

• “The Headline Room – The Rewrite:” This space challenges reductive narratives by reimagining headlines about Marilyn and restoring her as the author of her own story rather than a subject of public myth.
• “Marilyn’s Office – Mind of the Strategist:” Set within her working environment, this gallery presents Marilyn as a driven businesswoman through original documents, personal materials and artifacts that highlight her role as a strategic decision-maker.
• “The Library:” Featuring books from her personal collection, this space reveals Marilyn’s intellectual curiosity and engagement with literature, psychology and philosophy.
• “The Vanity:” This environment reframes glamour as an intentional practice, using personal objects and wardrobe to show how Marilyn constructed and controlled her public image.
• “The Screen Experience – The Transformation:” Through immersive visuals and her own voice, this cinematic installation traces her evolution from Norma Jeane to global icon, emphasizing the discipline and determination behind her transformation.
• “The New Beginnings Hall:” The final space invites visitors to reflect on their own next chapter and consider the legacy they will create. 
   

Developed in partnership with Authentic Brands Group (Authentic), owner and steward of the Marilyn Monroe estate, the exhibition reflects a shared commitment to preserving and celebrating the legacy of one of the most important figures in arts and culture on what would have been her 100th birthday.

“Seeing the world of Marilyn Monroe come to life through the vision of Genesis House provides a unique way for fans and new audiences alike to see her through a new and modern lens without being disruptive to her legacy,” said Dana Carpenter, executive vice president, Entertainment at Authentic. “This space reflects who she was beyond the image and allows each visitor to see her as a unique multifaceted individual who continues to make a generational impact.”

As Genesis House celebrates Marilyn Monroe’s 100th birthday through “Manifesting Marilyn: The Making of an Icon,” New York City will also honor her enduring legacy with a special lighting of the Empire State Building. To mark the occasion, Genesis House will livestream the iconic illumination on its showroom LED screen. Together, the exhibition and lighting underscore Marilyn’s lasting impact on culture, creativity and popular imagination, and reflect the continued resonance of her story.

Genesis takes inspiration from Marilyn’s ability to transcend expectations. Her story mirrors the brand’s conviction that icons are not defined by legacy alone. They are shaped through intention, design and the courage to make something new manifest. Her centennial becomes an invitation for every guest to move beyond the narratives written about them and step into the future they will write for themselves.

Visitor Information

“Manifesting Marilyn: The Making of an Icon” is now open to the public through Aug. 2, inviting visitors to experience an immersive exploration of Marilyn Monroe’s life, intellect and self-authorship. The experience continues upstairs with a curated replica of Marilyn’s personal library, offering a tribute to curiosity, learning and the quiet work of becoming. Guests can also enjoy specialty food and beverage offerings at the Genesis House Restaurant throughout the installation.

Milanese luxury, a style epitomized by Larusmiani for over a century, is defined by its focus on timeless elegance over fleeting trends. It champions superior quality, meticulous craftsmanship and an unwavering attention to detail. This philosophy aligns perfectly with the core principles of Genesis, especially the concepts of “Athletic Elegance” and the “beauty of white space,” where every line and surface is intentional and minimalistic.

Genesis Debuts in Italy

The partnership celebrates two new milestones for Genesis. It officially launched in Italy on Jan. 22 with two retail locations opening this spring in Rome and Padua. Genesis also made its racing debut with its motorsport team Genesis Magma Racing (GMR). GMR drivers competed in the GMR-001 Hypercar at the Fédération Internationale de l'Automobile (FIA) World Endurance Championship (WEC) season opener, the 6 Hours of Imola 2026 at the Autodromo Enzo e Dino Ferrari in Imola, Italy.

The Genesis X Larusmiani collaboration kicked off during Milan Design Week, blending the heritage of Italian fine lifestyle goods with Korean automotive design, creating a new vision for the modern “gentleman driver.” It is a story of two cultures finding common ground in the pursuit of understated luxury.

Genesis x Larusmiani

The Genesis x Larusmiani collaboration is part of The Automotive Gallery project by Larusmiani, stemming from the passion for cars of the brand’s president, Guglielmo Miani. It is a multifaceted initiative that celebrates both fashion and automotive design. The partnership centers around the GMR-001 Hypercar, which symbolizes a bold step in Genesis’ global motorsport ambitions and translates Genesis’ Athletic Elegance design philosophy into raw racing power.

Leaning into the Athletic facet of the brand’s defining design aesthetic, the GMR-001’s sweeping parabolic line creates a sleek yet aggressive visual while optimizing airflow to improve performance. The sculpted form houses a mid-mounted turbocharged V8 engine, framed at the rear by an active spoiler that adjusts to balance drag reduction with stability for high-speed racing. The GMR-001 Hypercar also features Genesis’ signature Two-Line headlamps, which it shares with the luxury marque’s road car range, making it instantly recognizable.

The GMR-001 Hypercar’s livery marries intensity with subtlety, dominated by the signature Magma orange — a hue symbolizing Korea’s vibrant energy. Integrated into the design is the Korean lettering for Magma (마그마), with its consonants “ㅁ,” “ㄱ” and “ㅁ” forming geometric motifs that are echoed in the team’s insignia. This visual language reflects Genesis’ fusion of cultural authenticity and innovation, ensuring the GMR-001 Hypercar stands out as a moving emblem of Korean identity.

The GMR-001 Hypercar prototype is on display in Larusmiani’s historic boutique from April 17-30, in the heart of Milan’s luxury shopping district during Milan Design Week, the same time as the WEC’s Imola race weekend. This places Genesis at the intersection of automotive performance and luxury living, creating appeal for both global motorsport enthusiasts and international design connoisseurs during one of the most culturally relevant moments of the year.

“The GMR‑001 Hypercar represents more than our entry into global motorsport — it embodies Genesis’ belief that performance and beauty should never be separated. Bringing this car into Larusmiani’s world during Milan Design Week places racing, craftsmanship and culture on equal footing, and reflects our ambition to build a brand that moves fluidly between the track and the wider creative landscape,” said Luc Donckerwolke, Chief Creative Officer of Genesis.

A Translation of Design

For the Larusmiani creative team, translating the Genesis design language was an exercise in shared philosophy. The maison’s approach began with identifying the essence of Genesis’ design — the surface tensions, the way light flows across the bodywork and the coherence between form and function. The team transformed those elements into wearable design.

The process begins with direct observation of the vehicle, focusing on its physical presence. A hand-drawn sketch captures its essence, which is later adapted to the final product. Screen printing is used for the limited-edition T-shirts, while skilled artisans in Milan hand-paint the image of the GMR-001 onto the French Limoges porcelain pocket emptier, or “svuotatasche” in Italian. The goal is not to represent the car precisely, but to evoke it, ensuring that the owner of the object perceives in it the same formal care found within the bodywork of every Genesis.

The collection draws inspiration from the vehicle’s most intentional details: the texture of carbon fiber, the pattern of the air intakes and a color palette calibrated with tailored precision. Larusmiani team members recognize the same care in the vehicle design that they take with every stitch; choices that serve to signify, not just to fulfill a function. It is this layering of intention — design, craft and cultural — that elevates an object to a luxury piece. In this way the collection finds its meaning as a dialogue between two cultures of precise detail and overlapping design codes.

Larusmiani imagines the person using their capsule collection as someone who has no need to announce themselves. This modern gentleman driver is curious, not nostalgic. This individual appreciates tradition as a method to be applied to the present and does not hesitate to pair a Milanese tailored jacket with a Korean-designed car. This collaboration says it clearly: luxury is no longer a matter of origin or accumulated heritage, but of shared intention. And the one between Larusmiani and Genesis is a conversation between equals. 

Celebrating Heritage and Innovation

To mark the significance of the collaboration, Genesis and Larusmiani co-hosted an exclusive gala dinner within the breathtaking halls of the iconic Bagatti Valsecchi Museum. Contrasting beautifully with the classical architecture were the Genesis X Gran Racer Concept and GV60 Magma on display in the museum courtyard.

This juxtaposition was not about creating a clash between old and new, but about revealing a shared spirit. “The dialogue between the neo-Renaissance surfaces of the museum and the lines of the Genesis cars generates not contrast, but recognition,” explained Larusmiani President Guglielmo Miani. “Both things are born from the same intention, that of those who create with permanence in mind, not the impression of the moment.”

Through their embodiment of Athletic Elegance, the two Genesis models on display told a facet of this story of modern permanence. The Genesis X Gran Racer Concept, derived from the standard of excellence set by the Genesis X Gran Berlinetta Concept, merges purposeful racing derived elements with a refined aesthetic. The GV60 Magma beside it commands attention with its bold Magma Orange exterior, symbolizing the hidden potential energy bubbling unseen beneath the earth’s surface. The GV60 Magma is Genesis’ first production vehicle of its luxury high performance Magma Program.

Placing these vehicles in such a historic setting was a deliberate statement about the evolution of luxury and art. “The Bagatti Valsecchi Museum is a place built on the conviction that beauty deserves to be preserved regardless of the era,” Miani reflected. “Placing the Genesis X Gran Racer and the GV60 Magma in that space is not a provocative gesture — it is a question: does a brand capable of bringing a hypercar to Imola and these models to Milan in the same month, weaving motorsport and design culture together with equal ease, deserve the same gaze reserved for things that endure?”

The Unexpected is Most Interesting

For Miani himself the most interesting collaborations arise from the unexpected. He believes that Genesis embodies this; it arrives not with the weight of motoring mythology, but with something rarer — an aesthetic philosophy built from scratch, free from legacy expectations and full of raw determination.

“It is this convergence between track and culture, between performance and formal beauty, that Larusmiani recognized as an authentic hallmark,” Miani explains. “Not a commercial operation, but an act of shared identity.”

The Automotive Gallery was born from Miani’s conviction that the automobile, when designed with true intention, is art, and he immediately recognized in the GMR-001 Hypercar that Genesis spoke that language too. “Larusmiani’s clients are people who read details,” Miani notes, “and what convinced them, as it convinced me, was precisely that integrated vision: a brand that designs racing cars with the same care it devotes to luxury interiors.”

This approach also addresses how to introduce a futuristic marque to a clientele steeped in classic heritage. The answer lies in the method. The capsule collection pieces are made like every other Larusmiani item, with first-choice natural materials and established techniques, yet they draw inspiration from the carbon fiber surfaces of the GMR-001 Hypercar.

In a world where heritage often dictates the rigid rules of luxury, the collaboration between Genesis and Larusmiani offers a compelling vision of the future. This partnership is more than a mere intersection of automotive design and high fashion; it is a testament to a shared philosophy. Both Genesis, with its audacious challenge to the automotive hierarchy, and Larusmiani, with its legacy of innovation, have proven they are not content to simply participate in the status quo. They are here to disrupt it.

By weaving together their respective crafts, they have created a narrative of a new kind of luxury — one that is defined not by adherence to tradition, but by the courage to innovate and the relentless pursuit of a different, more dynamic, standard of excellence. This collaboration doesn't just place a car next to a suit; it places two forward-thinking manifestos in dialogue, leaving us with the resounding impression that the most exciting frontier of luxury is the one still being designed.

MILAN, April 17, 2026 — Genesis has announced a special collaboration with Italian luxury fashion and lifestyle brand Larusmiani, founded in Milan in 1922.

With more than a century of Italian sartorial heritage, Larusmiani is renowned for its exceptional menswear, luxury fabrics and passion for cars, drawing inspiration from the world of automotive design and performance.

Taking place during Milan Design Week and Genesis’ debut in motorsport, the Genesis GMR-001 Hypercar will be on display at Larusmiani’s iconic boutique on Via Montenapoleone, The Automotive Gallery, from April 17-30. Renowned for showcasing the pinnacle of premium cars, the window display captures the intersection between design and performance that defines the Genesis brand. The GMR-001 Hypercar translates Genesis’ design philosophy into raw racing potential, combining aerodynamic precision with sculptural fluidity, balancing elegance and confidence. On display during Milan Design Week, a capsule Genesis x Larusmiani collection of apparel and lifestyle accessories will also debut at the boutique and online.

Luc Donckerwolke, President and Chief Creative Officer of Genesis, comments, “This collaboration is an opportunity for Genesis to showcase how our ‘Athletic Elegance’ design philosophy can transcend into the fashion and lifestyle domain. Genesis and Larusmiani both share an appreciation for refined aesthetics, attention to detail and, above all, a dedication to exceptional design and craftsmanship.”

Guglielmo Miani, Larusmiani's CEO, adds: "Genesis speaks a design language that Larusmiani immediately recognized — one where form and performance are inseparable, and where attention to detail is not a finishing touch but a founding principle. Bringing the GMR-001 Hypercar to Montenapoleone and translating its lines into a capsule collection made with our Milanese artisans felt like a natural extension of what The Automotive Gallery has always stood for: the conviction that a truly exceptional automobile deserves the same gaze we reserve for great design.”

From Milan to Imola, the Genesis GMR-001 Hypercar makes its official global track debut at the 6 Hours of Imola, as Genesis Magma Racing competes in the first race of the 2026 World Endurance Championship. The new all-electric GV60 Magma high-performance model will be on display during an exclusive gala dinner at Museo Bagatti Valsecchi later this week, where guests will enjoy the signature Genesis “Son-nim” hospitality experience.

This collaboration follows Genesis’ official market entry into Italy in January and the announcement of its first two retail locations in the country, in Rome and Padua.

LE CASTELLET, France, Feb. 20, 2026 — Genesis Magma Racing has partnered with award-winning outdoor furniture brand Helinox for the upcoming FIA World Endurance Championship (WEC) season, bringing practical, design-led solutions to the circuit for the 2026 campaign. The partnership with Helinox brings together two major South Korean brands with a shared commitment to high standards and beautiful design.

Partnership Provides Solution to Important Issue

Throughout its debut season in the FIA WEC, Genesis Magma Racing will be supplied with chairs and cots designed with the team’s signature Magma orange and Hangeul-inspired logo.

The Helinox products will solve one of the most obvious problems of endurance racing – making sure the team and drivers can rest between the intense moments of competition. To succeed at the highest levels of motorsport, everyone needs to be at their best. “A comfortable work environment is essential to have every person working to their full potential,” said Genesis Magma Racing Team Manager Anouck Abadie. “Having chairs and cots for the team might seem like a small thing, but at events where teams can work into and through the night, making sure people can rest and sleep is very important to minimize mistakes and keep everyone focused on our shared goal of winning.”

Helinox products in the team’s pit garages and private areas will allow team members to rest and recharge in comfort but still provide the flexibility to be easily moved, packed and stored during and between race weekends of the global series.

As a result of the partnership, the public will also be able to purchase Genesis Magma Racing-branded Helinox products, giving fans of the WEC’s newest Hypercar team the chance to show their support in the trackside spectator and camping areas of the 2026 season.

Helinox and Genesis Combine Function and Aesthetics

Helinox prides themselves on building the world’s lightest, strongest and most comfortable outdoor furniture designed to make any space – whether mountain trails, snowy slopes or the surroundings of the World Endurance Championship paddock – feel like home.

However, just as the mythological figures of Helios and Nox, who inspired the company’s name, represented the complementary contrasts of day and night, Helinox holds a balance between two seemingly contradictory qualities. The company aims for the space between function and aesthetics, becoming a hub of culture and creativity. In this pursuit the brand frequently partners with creative leaders, including names from fashion and contemporary art.

Genesis also seeks to blend function and form, including in the design of the GMR-001 Hypercar that will make them the first Korean manufacturer to enter the FIA WEC. The car combines key traits of Genesis’s road car range – including the instantly recognizable Two-Line headlamp design – with the requirements of a machine intended to take on one of motorsport’s toughest challenges.

“We are proud to partner with Genesis Magma Racing for the FIA World Endurance Championship,” Helinox’s Marketing, Innovation and Design team stated. “What connects our brands is a shared belief in purposeful, performance-driven design. At Helinox, we create lightweight, high-strength solutions that balance action and recovery because performance is sustained not only through intensity, but through rest. In endurance racing, where focus must be maintained over long hours and through the night, that balance becomes essential.”

The best route to Andong is from the north along National Route 35 out of Bonghwa County in North Gyeongsang Province. Ride along with us in the Genesis GV80 as we make our way through scenic vistas drenched in autumn colors that have inspired scholars for centuries.

The GV80 comes with a standard 5-seater setup for everyday drives with a generous 735 liters of cargo space — perfect for traveling with family or a large group of friends. The lush interior provides luxury and comfort while touring the Korean countryside.

First Stop: Dosan Seowon
Location: 154 Dosanseowon-gil, Andong, North Gyeongsang Province

En route to Andong is the most recognized of Korea’s nine UNESCO World Heritage historical sites, Dosan Seowon.  “Seowon” is the Korean term for a Confucian academy. An image of Dosan Seowon can be found the 1,000 won bill alongside Yi Hwang, the philosopher who built it in 1576 during the Joseon dynasty. Yi Hwang was also known by his pen name “Toegye,” meaning “Retreating Creek,” and is commonly regarded as one of the most important philosophers in Korean history.

The GV80 delivers exceptional performance and handling, making it an ideal choice for navigating winding mountain roads. Equipped with the innovative Terrain Mode, the GV80 ensures stability and safety in challenging driving conditions. Its advanced Auto Mode intelligently detects road conditions and adjusts the driving force with precision to prevent wheel slippage.

A tranquil space, Dosan Seowon is surrounded by mountains, comprising 14 buildings built to harmonize seamlessly with nature.  The complex includes “Jeongyodang,” a square lotus pond, “Nongun Jeongsa,” a dormitory for students, and “Dosan Seodang,” the main lecture hall where Toegye himself taught. The lecture hall also contains a tablet with the name of the academy written on it, a gift from King Seonjo, who was a proponent of Confucianism.

Second Stop: Andong Hahoe Folk Village
Location: 1164-1 Hahoe Village, Pungcheon-myeon, Andong, North Gyeongsang Province

Andong Hahoe Folk Village is one of the most well-preserved historical clan villages on the Korean peninsula. Built in the 14^th and 15^th centuries, the location and layout of the village is said to be determined according to Confucian values to receive both physical and spiritual vigor from the surrounding landscape.

Across the river to the north is a large cliff, called Buyongdae Cliff, and to the east is a grove of trees called “Mansongjeong,” or “The Grove of Ten Thousand Pines,” specifically planted by government official Unyong Ryu during the Joseon Dynasty to serve as a windbreak for the village.

Third Stop: Byeongsan Seowon
Location: 386 Byeongsan-gil, Pungcheon-myeon, Andong, North Gyeongsang Province

Just a few kilometers upriver from Andong Hahoe Folk Village lies another renowned Confucian academy, Byeongsan Seowon. This location is famous for its intentional design as an empty space to inspire reflection and learning. It also houses about 3,000 books, including a collection written by Yu Songnyong, a noted scholar of the Joseon period.

The main feature of this seowon is Mandaeru pavilion. The pavilion was designed simply, with only few pillars and a roof, to maximize the view of the surrounding natural beauty. This minimalism was intentional, as the beauty of empty space is deeply rooted in Confucian thought. Genesis practices a similar philosophy when designing the interiors of its vehicles, the “Beauty of White Space,” which emphasizes simplicity and elegance.

Fourth Stop: Gunja Village
Location: 33-6 Gunjari-gil, Waryong-myeon, Andong, North Gyeongsang Province

Andong preserves not just Confucian academies, but historical (and delicious) cuisine. A few kilometers north of the city is Gunja Village. It is the current home of a famous cookbook older than the nearby academies, as it was written in 1540, the early Joseon era, by the scholar Yu Kim. The name of the book, “Suunjapbang,” translates to “ways of making food fit for a man of refined taste.” This historic treasure has weathered countless challenges over the centuries to find its way to Yu Kim’s descendant, Doeun Kim, the head of Seolwoldang Hall, where she still uses the recipes today.

On a neatly set table in Seolwoldang Hall, dishes described in the first chapter of Suunjapbang are beautifully presented: “Samhaeju,” a traditional liquor, accompanies the vibrantly colored Three-Color Fish Egg Soup, which is the only hotpot dish in Korea made with freshwater fish. It is a mixture of sweetfish, shrimp, mung bean jelly and small rice cake balls made by coating sweetfish meat in mung bean flour. When warmed by the hotpot, these ingredients pair perfectly with the strong liquor – a comforting meal for a chilly season, soothing both body and soul.

Andong is also well-known for its own type of soju, a popular Korean liquor. Andong-style soju is a 45 percent ABV spirit distilled from wheat that originated during the Silla period. It pairs well with “jjimdak,” the region’s most famous dish: chicken, vegetable and glass noodles braised in a pan with soy sauce, garlic and chili peppers.

Fifth Stop: Woryeonggyo Bridge
Location: 569 Sanga-dong, Andong, North Gyeongsang Province

Just northeast and upriver of Andong is Woryeonggyo Bridge — arguably one of the most beautiful sights in Korea. It is the longest wooden bridge on the peninsula, stretching 387 meters. There is a pavilion at the bridge’s halfway point. During late autumn, as the temperature variations grow, early morning mist often hovers over the water. At night, the bridge is festooned with lights that dance along the lake’s surface.

Sixth Stop: Andongho Lake
Location: 437-7 Wolcheon-gil, Andong, North Gyeongsang Province

Andongho Lake is a man-made reservoir created by the construction of Andong Dam in 1976. Located east and upriver of Andong, it offers breathtaking views with the tranquil scenery of trees and mountains along its shoreline and mists that converge over the lake in late autumn mornings.

Final Stop: Musil Village
Location: Sugok-ri, Imdong-myeon, Andong, North Gyeongsang Province

The final stop on the journey is Musil Village. Situated a few kilometers east of Andong, it offers a quiet and serene oasis of tranquility.

Travelers can spend the night in a traditional hanok stay in Musil Village. The selection of traditional and contemporary hanok allow visitors to appreciate the scenic natural beauty of the secluded Musil Village, bringing them close to the beauty of the past.

As the sun sets over Andong, the Genesis GV80 has proven itself a reliable companion and a showcase of refined luxury and comfort on the road. From winding mountain roads to tranquil lakeshores, the GV80 seamlessly blends advanced technology, cutting-edge performance and timeless design to enhance every aspect of the travel experience.

Andong’s rich history, stunning landscapes, and cultural treasures offer a profound connection to Korea’s heritage, while the GV80 ensures every mile is met with elegance and ease. This adventure is a testament to how travel, when paired with the right vehicle, becomes a journey not just through places but through time itself — effortless, memorable and deeply inspiring.

SEOUL, Nov. 13, 2025 — Genesis announces a new multi-year partnership with the Los Angeles County Museum of Art (LACMA) to expand its art initiatives across leading art institutions, following the partnerships with The Metropolitan Museum of Art in New York and Tate Modern in London. 

Genesis will support The Genesis Talks, public conversations hosted by Michael Govan, LACMA CEO and Wallis Annenberg Director. The public programs will bring together some of today’s most creative visionaries across multiple disciplines to participate in thought-provoking conversations, anticipating LACMA’s new chapter with the opening of the David Geffen Galleries next year.

The Genesis Talks will highlight how creativity, vision and collaboration are transforming the way we engage with art, space and community. The season will begin on Dec. 4, 2025, with Jeff Koons reflecting on his iconic Split-Rocker (2000), a monumental sculpture adorned with living plants and flowers. The artist will discuss how monumental outdoor works activate public space and inspire new ways of seeing. On Jan. 16, 2026, Darren Walker and Los Angeles artist Mark Bradford will share their insights on the museum as a vibrant community hub, exploring how spaces can spark dialogue, creativity and connection. In April 2026, Swiss architect Peter Zumthor will dive into the design of the David Geffen Galleries, exploring light, space and the power of architecture to shape the museum experience. The Genesis Talks will continue in Summer 2026 with speakers to be announced at a later date.

“Following Hyundai Motor's decade-long partnership with LACMA, and as part of the museum's new chapter, we are delighted to extend this legacy through a new partnership that will contribute to the cultural landscape of Los Angeles and beyond," said Euisun Chung, Executive Chair of Hyundai Motor Group. "We hope that the shared vision of LACMA and Genesis will create space for conversations that are timeless and invigorating.”

“This new partnership with Genesis elevates the visionary ideas and projects coming out of Los Angeles, including the work at LACMA with the David Geffen Galleries,” said Govan. “Beginning this December, The Genesis Talks will spotlight some of the most daring and creative thought leaders. We hope audiences will be inspired by the ideas discussed during each program.”

Genesis will also support a named space designated as the Genesis Gallery within the David Geffen Galleries and the opening gala as presenting sponsor in April 2026. Through this new partnership, Genesis demonstrates its commitment to supporting LACMA during this transformative new chapter.

Genesis Art Initiatives has collaborated with leading institutions and visionaries to inspire profound cultural dialogues with the wider world, including The Genesis Facade Commission: Jeffrey Gibson, The Animal That Therefore I Am at The Metropolitan Museum of Art, running through June 9, 2026, and The Genesis Exhibition: Do Ho Suh: Walk the House at Tate Modern, which ran until October 2025.

※ Please ensure to credit the source and use the original version when utilizing photos.

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.”

NEW YORK, Oct. 23, 2025 — Genesis today unveiled CHROMA: Tales Between Hues, an immersive installation at the brand’s flagship Genesis House in New York created in collaboration with Tony, Grammy and Critics Choice-nominated actress and singer Ashley Park. Recognized for her acclaimed work on stage and screen and celebrated as a proud Korean American voice in the entertainment industry, Park brings her expressive storytelling to Genesis House for a new experience inspired by traditional Korean folktales.

Drawing inspiration from Korea’s rich cultural heritage, CHROMA: Tales Between Hues takes guests on a vivid journey through six distinct worlds of exploration. Inspired by a curated series of Korean folktales, each space brings to life the emotions and themes of each story set against the “Obangsaek” color spectrum, a traditional Korean palette of blue, red, yellow, white and black. Each chapter of the installation reveals a new layer of discovery, bringing timeless stories to life through light, color and sound.

“At Genesis, we champion bold creativity and the power of storytelling to engage with consumers through experiences inspired by our distinctly Korean roots,” said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “Ashley Park’s creative vision and passion for her heritage comes to life in a way that reflects our brand’s cultural ethos in a vividly immersive activation.”

“As a proud Korean American, I am interested in connecting inspiration from my heritage and family, with the scope of both universal conversations and the personal journeys of the characters I create and the stories I tell,” said Ashley Park. “Partnering with Genesis House on CHROMA: Tales Between Hues has allowed me to share these folktales while integrating my personal reflections and relationship to culture in the universal language of emotion. This has been a truly special process, and I am beyond grateful to create an experience that brings Korean folklore to life both emotionally and visually for visitors around the world.”

Throughout CHROMA: Tales Between Hues, guests will share in the universal language of emotion as they journey through the scenes inspired by Korean tales. Blending scenic design with digital projection, the installation blurs the line between the tangible and the imagined, embodying Genesis House’s commitment to audacious design, progressive innovation and distinctly Korean heritage.

CHROMA: Tales Between Hues opens to the public on Oct. 23 at Genesis House in New York City’s Meatpacking District, inviting visitors to experience an unforgettable journey through Korean folklore and the expressive artistry of Ashley Park.

Genesis House is a sophisticated oasis located in the heart of New York City’s Meatpacking District, offering experiences influenced by Korean culture and community, culinary excellence and innovative architecture and technology. Consisting of the Showroom, Restaurant and Cellar Stage, the lifestyle space evokes audacious design, progressive function and a distinctly Korean atmosphere that showcases the Genesis brand in harmony and balance with its surroundings.

“For me, driving is freedom... allowing me to [go] wherever my heart desires,” says keyboardist Inho Jo. Vocalist Minho Jin echoes his bandmates’ sentiments. “Driving is a form of respite. While moving in my own space — the car — I take the time to reflect on musical thoughts or aspects of life.”

The three musicians, who together make up the indie band Bleur, were invited by Genesis to share their love of touring on a road trip with the redesigned GV60.

Korea is an ideal destination for touring enthusiasts, offering a seamless blend of breathtaking landscapes, cultural richness and modern conveniences. In addition, the country’s exceptional infrastructure, including expansive, well-maintained highways, abundant rest stops and roadside attractions, makes grand touring here both accessible and memorable.

In this first edition of Genesis’ Korea Travelogues, join Bleur as they explore the historical coastal city of Yeosu on the southern tip of the Korean peninsula. They show that there is no better way to do it than with the Genesis GV60.

The Adventure Begins: Departing Seoul

The GV60, with its sleek lines and modern design, stands out as the perfect companion for this journey. The deceptively small size of the crossover utility vehicle (CUV) conceals a spacious trunk large enough to carry the essentials and musical gear for the three bandmates on their two-day trip.

After about four and a half hours of cruising in the comfortable cabin of the GV60, the band arrives in Yeosu energized for their adventure.

First Stop: Hamel Lighthouse
Location: 458-7 Jonghwa-dong, Yeosu, South Jeolla Province 

The first destination within Yeosu is the historic Hamel Lighthouse, a bright red beacon standing tall against the backdrop of Yeosu's coastline.

Hendrick Hamel, for which the lighthouse is named, was a Dutchman who sailed for the East India Company 375 years ago. He was shipwrecked during a voyage to Japan and washed ashore in Joseon, which was what Korea was called at that time. Not allowed to leave the country, he and his fellow crew members lived here for 13 years before escaping from Yeosu on a small fishing boat. An account of his time on the Korean peninsula was published in 1668, the first written record of Korea in the West.

Standing at the edge of the breakwater, the lighthouse offers breathtaking views of the sea and the harbor, a hub for travel to the surrounding islands and a port of return for fishing boats in the area. It also serves as a reminder of the many comings and goings that have shaped this region, both a literal and metaphorical beacon for travelers. 

Second Stop: Turtle Ship Bridge 
Location: Jonghwa-dong, Yeosu, South Jeolla Province 

Within sight of the lighthouse is the 744-meter-long Turtle Ship Bridge, connecting Yeosu’s vibrant downtown to the tranquil island of Dolsando, full of preserved natural beauty. The GV60’s optional panoramic sunroof stretches across almost the entire top of the vehicle, allowing both front and back passengers to feel open and connected to the vistas around them. The trio snaps a photo with the bridge, lighthouse and breakwater providing a stunning backdrop for the GV60, its pylons towering over the deep blue waters below dotted with fishing boats and crossed by the occasional ferry.

Third Stop: Goso-dong 
Location: 64 Goso 3-gil, Yeosu, South Jeolla Province 

Next, the travelers head to Yeosu’s artistic and historic Goso-dong neighborhood, known for its unique bistros and workshops. The winding roads of the neighborhood also feature many vibrantly painted murals along a route that starts way up at the historical Jinnamgwan Hall and winds down all the way to Yeosu Marine Park. Jinnamgwan Hall is a pavilion famously used as a headquarters by Admiral Yi Sun-sin during the Imjin War. Yeosu Marine Park, right next to the bay, attracts an eclectic selection of cafes and restaurants with its beautiful views.

Fourth Stop: Musulmok Beach 
Location: 2876 Dolsan-ro, Dolsan-eup, Yeosu, South Jeolla Province 

After their neighborhood adventure, the travelers make their way to Musulmok Beach, a place steeped in both history and tranquility. The GV60’s excellent suspension smooths out the ride down the bumpy coastal track.

This beach is known as one of the battlefields of Admiral Yi Sun-sin. He is a national hero for his many naval victories against vastly superior numbers of Japanese maritime forces. He is well-known for using turtle ships, an early form of armored ship with cannons, in his fleet actions against invaders.

Final Stretch: Nangdo Trail 
Location: 499-24 Nangdo-ri, Hwajeong-myeon, Yeosu, South Jeolla Province 

Finally, the group ventures to Nangdo, an island accessible by a series of breathtaking bridges connecting the mainland to multiple islands. First is Hwayang Bridge connecting the mainland and Jobaldo Island. The road continues over Dunbyeong Bridge to Dunbyeongdo Island. From there, a third bridge, Nangdo Bridge, connects to the third island in the chain, Nangdo Island.

On Nangdo Island they find a place to park the GV60 and set off on Nangdo Trail, which winds leisurely through the island’s forested and coastal areas. With the sea to their left and land to their right, they walk west and soon enter a lush forest — the scent of acacia fills the air, and the sounds of nature surround them.

Hiking along the southern coast of the island, they eventually arrive at a small lighthouse. Cut off from the mainland at high tide, Nangdo Lighthouse is surrounded by the sea and beyond their reach.

Continuing their westerly hike, the trio eventually finds a collection of basalt columns, hexagonal structures left over from an ancient volcanic eruption, now worn down with the tide. Known as Cheonseondae, the cliffs are said to be a place where celestial beings descended from the heavens and lingered here, enchanted by the island’s beauty. Along the trail the fossilized footprints of dinosaurs can also be occasionally spotted, inspiring the imaginations of visitors.

The Essence of Travel                                                                              

Before they start the final leg of their journey, the bandmates decide to commemorate their trip the best way they know how — with a sunset jam session. They leave Nangdo Island and drive to the other side of Yeosu’s bay, to its easternmost Baekyado Island.  There they take advantage of a unique property of their electric GV60, its vehicle-to-load (V2L) system. Taking out their electric keyboard, guitar, microphone and speakers, they plug them right into their car and have an instant sound stage. The Genesis GV60’s V2L system can power a variety of external devices, from instruments to lights, camping gear and even electronics.

Planning a trip to Korea? Be sure to rent a Genesis to explore destinations beyond Seoul and experience all that the country has to offer. And stay tuned for the next travelogue.

For more on the group’s journey in Yeosu, watch the video below:

SEOUL, Oct. 21, 2025 — Genesis announced today that Beijing-based artist Liu Wei has been selected for The Genesis Facade Commission in 2026, a multi-year partnership with The Metropolitan Museum of Art in New York. The Genesis Facade Commission: Liu Wei will be on view from Sept. 17, 2026 through June 8, 2027.

Liu Wei is a multidisciplinary artist whose practice spans through painting, video, sculpture and installation. Known for his virtuosic command of sites and scale, he reconfigures fragments from the urban environment, historical sources and bodily forms to create sculptural installations that evoke awe and agitation.

For the third exhibition of The Genesis Facade Commission, Liu’s new works for the niches will play with perspective and scale and address cycles of rupture, resistance, mending and creating in history. Instead of a totalizing narrative, Liu will present composite sculptures made with a variety of materials that provoke complex feelings and reactions amid uncertainties in contemporary life.

"We are delighted to support Liu Wei as the third artist for The Genesis Facade Commission under the multi-year partnership with The Met,” said DooEun Choi, Art Director of Hyundai Motor. “We hope his extensive practices will set the moments of reflection and challenge our perspectives on the world around us.”

"Liu Wei’s sculptures for The Genesis Facade Commission are sure to reflect the curiosity, innovation — and even humor — he is known for,” said Max Hollein, The Met’s Marina Kellen French Director and Chief Executive Officer. “We are honored to work with Liu Wei to expand the possibilities of the iconic Fifth Avenue facade in his first major project at an American institution.”

"For this commission, Liu Wei will use his dynamic language of reconfiguration and assemblage to address the conflicts and contradictions in society,” said Lesley Ma, the Ming Chu Hsu and Daniel Xu Curator in the Department of Modern and Contemporary Art at The Met and curator of the project. “For me, his work always compellingly pierce through perceptions of reality with a blend of rawness and refinement. I look forward to seeing how he challenges our expectations for the classical niches and for public sculptures.”

"To dialogue with the tremendous legacy of human civilization through The Met’s Genesis Facade Commission makes me so excited and anxious,” said Liu Wei. “What a challenge and a blessing.”

Initiated in 2024, The Genesis Facade Commission is an annual exhibition that builds upon the Museum’s contemporary art commissions on the Fifth Avenue facade since 2019. Each year, one artist is invited to create new site-specific works of art, inspiring authentic engagement between the artist, The Met's audience and the broader global art world.

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.

SEOUL, Sept. 15, 2025 — Genesis today shared that as part of the multi-year partnership with The Metropolitan Museum of Art, The Genesis Facade Commission: Jeffrey Gibson, The Animal That Therefore I Am, will be on view at the Museum’s Fifth Avenue facade through June 9, 2026.

Initiated in 2024, The Genesis Facade Commission is an annual exhibition that builds upon the Museum’s contemporary art commissions on the Fifth Avenue facade since 2019. An artist is invited each year to create new site-specific works of art, inspiring authentic engagement between the artist, The Met's audience, and the broader global art world.

Following last year’s exhibition by renowned contemporary artist Lee Bul, Jeffrey Gibson, who represented the United States Pavilion at the 60th Venice Biennale, presents four new bronze sculptures, which combines his cultural worldview with abstraction, patterning, materiality, and text this year.

This is his first major use of bronze at a monumental scale, each approximately three meters tall, expanding beyond material used in his earlier works. Cast elements such as wood, beads, and cloth are incorporated to create texture, forming animal figures that bring together the animate and the inanimate. The four works depict a deer, a coyote, a squirrel, and a hawk — species native both to the Hudson Valley, where Gibson’s studio is located, and to Central Park, home to The Met.

The subtitle, The Animal That Therefore I Am, is taken from the 2002 book by French philosopher Jacques Derrida and reflects on the interconnectedness of all living beings and the environment. By referencing Derrida’s text, the works highlight how animals have been forced to adapt to human environments, inviting us to consider what they endure and what they might teach us, while remaining in dialogue with both the Hudson River Valley landscape and the urban ecology of Central Park.

Gibson, a member of the Mississippi Band of Choctaw Indians and of Cherokee descent, is widely recognized as a leading figure in contemporary Indigenous art and culture. Having grown up in the United States, Germany, and Korea, Gibson draws upon his diverse cultural identity to create interdisciplinary works spanning painting, performance, video, and curatorial practice. His art explores themes of human relationship and collective identity, often incorporating Indigenous aesthetics and traditional materials to propose new modes of abstraction, text, and color. Installed at the Museum’s main entrance, the sculptures are covered with patinated abstract patterns that evoke beadwork and textiles, integrating motifs from Indigenous visual traditions into the bronze surfaces.

"The second exhibition of The Genesis Facade Commission invites the audience to engage with the enhanced relationships between living beings, nature, and urban surroundings as envisioned by Jeffrey Gibson," said DooEun Choi, Art Director of Hyundai Motor. "The newly commissioned artworks continue to inspire dialogues on cultural diversity and the value of coexistence that the artist has been exploring."

“Jeffrey Gibson is one of the most remarkable artists of his generation and a pioneering figure within the field of native and Indigenous art," said Max Hollein, The Met’s Marina Kellen French Director and Chief Executive Officer. "These new works are based on his signature use of unconventional materials and reimagined forms, employing them to explore often-overlooked histories and the natural world. We’re thrilled to have his monumental sculptures installed on The Met’s iconic Fifth Avenue facade through the second Genesis Facade Commission."

In celebration of the opening, an artist talk titled An Evening with Jeffrey Gibson will be held on September 15, offering an in-depth discussion of the artist’s creative journey and the new commission.

Genesis Art Initiatives continues to expand its collaboration with leading institutions and visionary artists to inspire profound cultural dialogues with the wider world, including The Genesis Exhibition: Do Ho Suh: Walk the House at Tate Modern, which will run through October.

※ Please ensure to credit the source and use the original version when utilizing photos.

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.

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.

LOS ANGELES, July 23, 2025 — Genesis is shifting into high gear with an exciting new entertainment venture to celebrate the upcoming release of Disney’s “Freakier Friday,” hitting U.S. theaters on Aug. 8. In a fun twist worthy of the film’s iconic body-swap premise, Genesis is making a star-studded appearance of its own with its award-winning SUV lineup, including the sleek GV60 and the bold GV80, featured prominently in the much-anticipated sequel to the 2003 Disney classic “Freaky Friday.” Genesis’ media agency, Canvas Worldwide, facilitated a targeted media campaign that included linear and social media support, along with a custom spot highlighting the vehicle placement in the new film.

“Genesis is dedicated to crafting vehicles that understand and anticipate the needs of modern families,” said Amy Marentic, Chief Marketing Officer of Genesis Motor America. “Through our collaboration with Disney on ‘Freakier Friday,’ we’re inviting consumers to discover how Genesis can help them navigate life’s daily adventures and empower the leading women who drive them.”

Genesis vehicles are along for the ride as Tess (played by Jamie Lee Curtis) and Anna Coleman (played by Lindsay Lohan) navigate their latest body-swapping adventure in “Freakier Friday.” Whether it's Tess recharging in her all-electric GV60 or Anna cruising through LA in the spacious GV80 SUV, each vehicle becomes an extension of their personalities — refined, bold and ready for anything. As the story unfolds, Genesis helps drive the emotional and physical journey of family dynamics and rediscovery, offering a sanctuary on wheels and a stylish symbol of connection across generations.

Through this integration with Disney’s “Freakier Friday,” there’s an opportunity to introduce new families to the Genesis brand through the lens of storytelling. Rooted in the Korean principle of “Son-nim,” or treating every customer as an honored guest, Genesis brings its distinctly Korean hospitality to the big screen, not just through its vehicles, but also the experiences they enable. Whether it's the peacefulness of the GV60's elegant cabin or the powerful presence of the GV80 on the road, each model reflects Genesis' commitment to creating memorable, human-centered moments.

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.

NORTH BERWICK, Scotland, July 13, 2025 — Nico Echavarria hit a remarkable hole-in-one at this year’s Genesis Scottish Open, earning himself keys to his very own Genesis GV60 and a unique VIP experience to the Genesis Championship in Korea for a fan.

The Colombian was the only player to ace the 6th hole, during the final day of the tournament, on his way to a 5-under finish.

As a result of Echavarria hitting the perfect 121-yard shot with his 60-degree wedge, a lucky spectator took home a hospitality package for two to visit the 2025 Genesis Championship in Korea, a co-sanctioned tournament by the DP World Tour and KPGA TOUR, slated for Oct. 23 to 26, including business class flights, accommodation and VIP tickets.

The fan correctly predicted Echavarria would be the first to hit a role in one as part of the 6th Hole Stadium Experience competition, and was chosen randomly from those who entered online and on site at the Genesis Scottish Open.

Upon receiving the GV60 for his hole-in-one, Echavarria expressed his appreciation, saying: “I want to thank Genesis for the support, not only at this tournament, but also on the PGA TOUR.” He added, “congratulations to the winning fan, and thank you for having so much faith in me.”

Mike Song, Global Head of Genesis, commented: “It was a perfect swing that truly embodied the ‘Athletic Elegance’ Genesis strives for. It was a standout moment that added a lasting impression to the tournament.”

Nico Echavarria turned professional in 2017 and is currently 51st in the Official World Golf Rankings. The 30-year-old has two career wins on the PGA TOUR and won the Masters Par 3 Contest in April.

Innovative Fan Experiences

This year’s Genesis Scottish Open introduces fans to a new level of interactivity and excitement, blending immersive fan experiences with the tournament’s rich atmosphere. The Fan Zone has been reimagined to deliver truly memorable moments for attendees of all ages, reflecting Genesis’ commitment to thoughtful and engaging activations.

The 6th Hole Stadium Experience returns as one of the event’s most talked-about attractions. This fully enclosed par-three hole offers grandstands, viewing platforms and interactive moments to bring fans closer to the action.

Positioned at the signature 6th hole, the Genesis Public Lounge offers a welcoming environment for fans to connect with the Genesis brand while enjoying premium amenities and the immersive virtual reality TGL golf simulator. Also at the 6th Hole Stadium Experience, a dedicated Kids Cheering Zone has been designed to bring young fans closer to the action with a prime view to experience the thrill of live tournament play.

An Elevated Commitment to Golf

With its continued investment in premier tournaments like the Genesis Scottish Open and the Genesis Invitational, Genesis is redefining what it means to merge tradition, luxury and innovation in golf. The brand’s approach is rooted in the Korean philosophy of “Son-nim,” a belief that every visitor should be treated as an honored guest. Whether through its unmatched hospitality offerings, its support of emerging talent or its sustainable solutions, Genesis’ dedication to golf goes far beyond the greens.

FRANKFURT, Germany, May 21, 2025 — Genesis Motor Europe and luxury watch and jewelery maison Chopard have teamed up on the French Riviera for two weeks of seaside luxury. 

As the automotive partner of Chopard at Cannes, Genesis will provide bespoke chauffeur services to Chopard’s VIP guests as they navigate their annual Cannes activities. The renewed collaboration promises to bring together Genesis’ bold design language of “Athletic Elegance” as well as its vibrant Korean spirit and style with Chopard’s world-renowned design, luxury and elegance. 

The Genesis chauffeur fleet consists of 30 cars, including 10 of the brand’s luxury G90 sedans, and is exclusively available to Chopard guests staying at the Martinez Hotel, where they can also enjoy access to Chopard’s signature Rooftop Lounge hospitality. The Genesis lineup is also available to Chopard’s celebrity talent and brand ambassadors for the full duration of the event.

The chauffeur fleet will support Chopard guest attendance at a variety of annual Cannes events sponsored by the illustrious maison, including transport to and from the red carpet, the amfAR Gala Cannes and the Trophée Chopard, reaching a pinnacle at the Chopard Gentlemen’s Evening tonight.

Genesis Brand Partner and Chopard Ambassador Jacky Ickx, who attended the Chopard Universe evening on May 19, will return to Cannes and the Chopard Rooftop to attend the maison’s Gentleman’s Evening alongside Genesis Magma Racing driver André Lotterer.

Lotterer will also visit the Chopard Rooftop today, before joining up with the European Le Mans Series (ELMS) Genesis Magma Racing Trajectory drivers for his team debut at the 24 Hours of Le Mans in June. So far in this year’s ELMS Le Mans Prototype 2 (LMP 2) series, drivers Jamie Chadwick, Daniel Juncadella and Mathys Jaubert have claimed two victories at the 4 Hours of Barcelona and the 4 Hours of Le Castellet.

The two-week program in Cannes marks a revival of the two maisons’ successful collaboration in Switzerland last year, where the 2024 x Gran Berlinetta Tribute was showcased to honor Ickx at Chopard’s Evening with the Belgian racing legend.

Commenting on the partnership with Chopard, Genesis Motor Europe’s Managing Director Xavier Martinet said: “It is a privilege to be able to work alongside such an established luxury maison like Chopard once again. With its creative designs, high-quality craftsmanship and vivacious spirit, Genesis is the perfect complement to Chopard's activations in Cannes this year.”

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.

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.

NEW YORK, May 9, 2025 — Genesis today unveiled its latest seasonal installation in collaboration with founder and CEO of goop, Gwyneth Paltrow. “The Forest Within” guides guests through an immersive journey centered around Korean heritage, nature and design located at the brand’s flagship Genesis House New York in the Meatpacking District. 

With a passion for purposeful living and a long-standing commitment to holistic well-being, Paltrow reimagines Genesis House New York’s Cellar Stage as a restorative and multi-sensory wellness experience.

Rooted in the power of nature and a reconnection to Earth, guests are transported into the heart of a flourishing Korean forest. Drawing inspiration from the cultural significance of nature, Paltrow’s fantasy transforms Genesis House New York into a meditative forest that is rich with natural elements and layered with symbolic representations of Korean wildlife — most notably the tiger, long regarded as a guardian spirit in Korea. 

Blending the physical and digital realms with lush greenery designed by renowned floral artist Jeff Leatham, and the immersive LED stage at Genesis House New York, Paltrow’s voice follows the tiger as it guides visitors through an immersive sanctuary inspired by the timeless landscapes of Korea's Mount Sobaek.

“I’ve always been drawn to the ways technology can deepen our connection to wellness, and with ‘The Forest Within,’ Genesis House New York has elevated that idea into something truly transportive," explained Paltrow. "There are very few places to encounter this kind of immersive, meditative experience, especially in the heart of New York City. Collaborating on this project has been an incredible opportunity to push the boundaries of what wellness can look and feel like, and I’m thrilled to invite people into this serene, multisensory world we’ve created.” 

Paltrow stands at the forefront of luxury, wellness and design, bringing an elevated lens to all her endeavors. From shaping culture as a force in the film and entertainment industry to founding her clean beauty and wellness company, goop, her career transcends mediums to reimagine how people around the world engage with wellness. Paltrow brings that passion to Genesis House New York through “The Forest Within,” reimagining the space as a holistic, immersive environment that both grounds and heals guests through nature.

“At Genesis, we seek inventive ways to push the boundaries of design and technology to connect with our guests and customers,” said Tedros Mengiste, Chief Operating Officer of Genesis Motor North America. “Together with the creative vision of Gwyneth Paltrow, our shared passion for audacious design comes to life as we honor the brand’s cultural roots in the latest seasonal installation at Genesis House.”

Taking place on the basement-floor Cellar Stage at Genesis House New York, visitors enter a scaled interpretation of a Korean forest filled with greenery and natural elements. Guided by Paltrow’s voice, guests embark on their journey through a maze of rocky formations and lush greenery, which are representative of Korea’s Mount Sobaek, to arrive amidst a lush forest. Through digital visuals and sounds, smells and textures, “The Forest Within” reintroduces the power of natural surroundings, slowing the senses and balancing the mind. The experience concludes with a meditation meadow where guests can reflect and practice mindfulness around a reflection pool.

Inspired by the installation’s ethos of harmony and serenity, Leatham worked in tandem with Genesis House New York and Paltrow to create a lush oasis. Incorporating elements from Korea’s natural landscape with one of Paltrow’s favorite flowers, the Peony, Leatham creates a surreal forest designed to welcome guests on a journey of serenity.

"The Forest Within" is open to the public from May 9 to June 29, inviting visitors to experience the wonders of nature and wellness this spring at Genesis House New York. Guests will also enjoy specialty food and beverage items at the second-floor Genesis House Restaurant throughout the duration of the installation. 

The menu includes mugwort “gullim mandu,” a Korean spring dumpling made with tiger-striped mandu sheets, reminiscent of the installation’s tiger motifs, alongside a dessert and two unique cocktails. Introducing ginseng petrichor, a “soju” (Korean distilled liquor)-based cocktail inspired by the scent of rain, blending green tea vodka, ginseng, astragalus, “pyogo" (sawtooth oak mushroom), “nokcha" (green tea), “doraji" (bellflower roots), pear syrup and orange blossom water. Among the offerings is “hanbang ppuri,” a zero-proof cocktail crafted with honey and ginseng “cheong” (syrup), ginger beer, “bori-cha" (barley tea), matcha and vegan egg whites.

SEOUL, April 30, 2025 — Genesis and Tate Modern today announced the opening of “The Genesis Exhibition: Do Ho Suh: Walk the House.” On view from May 1 to Oct. 19, the exhibition presents the breadth and depth of the artist Do Ho Suh’s practice over the last three decades, celebrating the first major solo showing of his work in London in a generation.

As the first Genesis Art Initiatives program in Europe, “The Genesis Exhibition: Do Ho Suh: Walk the House” was made possible through the partnership between Genesis and Tate Modern, one of the leading institutes of modern and contemporary art. The expansive exhibition enables a deeper exploration of the artist’s thought-provoking insight that resonates with the complexities of our time.

Suh, a Seoul-born artist based in London, is known for examining the relationship between architecture, space, the body and the memories. Through his large-scale installations, sculptures, videos and drawings, the artist invites visitors to explore the themes of one’s home, memory and identity, along with how we move through and inhabit the world around us. 

The exhibition’s title “Walk the House” is derived from “hanok,” a traditional Korean house that could theoretically be disassembled, transported and reassembled at a new site, a process imagined as “walking the house.” Reflecting this idea of a transportable home, the exhibition presents Suh’s continuous practice that spans locations including Seoul, New York and London — the three cities he has called home.

Visitors will be able to walk through his iconic fabric architectures — translucent 1:1 replicas of spaces in which the artist has lived and worked. These include the new site-specific installations “Nest/s (2024) and Perfect Home: London, Horsham, New York, Berlin, Providence, Seoul” (2024), presented alongside other newly created pieces on display for the first time.

The artist’s reflections on both personal and collective memory expand on other major works like “Rubbing/Loving: Seoul Home” (2013-2022) and “Rubbing/Loving Project: Company Housing of Gwangju Theater” (2012) — created through the labor-intensive process of rubbing the surfaces of buildings with graphite or colored pencil. Outside the entrance to the exhibition, visitors are also confronted with “Who Am We?” (2000), a wallpaper made up of tiny portrait photographs collected from sources including school yearbooks — an early example of the artist’s exploration into the relationship between individual and group identity.

In addition, the exhibition includes the artist’s intricate thread drawings and works on paper, as well as two video works — “Robin Hood Gardens” (2018) and “Dong In Apartments” (2022), considering the relationship between a building and a home.

The exhibition culminates in a space dedicated to “Bridge Project” — the artist’s ongoing exploration of the notion of a “perfect home” in collaboration with specialists in architecture, engineering, anthropology and biology. 

“Do Ho Suh’s comprehensive examination of memory and movement provokes a broader reflection on how our perspectives of space and time evolve in resonance with both individual and collective history,” said DooEun Choi, Art Director of Hyundai Motor. “The Genesis Exhibition: Do Ho Suh: Walk the House" will bring us together in a shared space of dialogue to discover the profound in the everyday.” 

Reflecting Genesis’ commitment to cultivating authentic experiences, Genesis Art Initiatives established its first multiyear partnership with The Metropolitan Museum of Art in New York through “The Genesis Facade Commission: Lee Bul, Long Tail Halo,” on view at The Met until June 10. The second Genesis Facade Commission by artist Jeffrey Gibson will be opening in September. 

Genesis Art Initiatives will continue to expand its collaboration with leading art institutions, fostering profound cultural dialogues with the wider world. 

FRANKFURT, Germany, April 17, 2025 — The V-8 twin-turbo engine that will provide power to the Genesis GMR-001 Hypercar has completed a successful first fire-up at Hyundai Motorsport’s headquarters in Frankfurt, Germany, passing a major milestone for Genesis Magma Racing.

Hyundai Motorsport Experience Behind Engine Development Process 

Overseen by Hyundai Motorsport’s Head of Powertrain Julien Moncet and Engine Workshop Leader Rob Benson, the fire-up procedure went exactly as planned in late February, greeted by applause from the gathered engineers and designers responsible for bringing the engine to life. 

The event — described by Genesis Magma Racing Team Principal Cyril Abiteboul as the first “heartbeat” of the project — marked a key milestone in the development of the engine and for the entire GMR-001 Hypercar that will take Genesis Magma Racing into the FIA World Endurance Championship (WEC) in 2026. 

The engines for Hyundai’s FIA World Rally Championship (WRC) cars have been produced in-house by Hyundai Motorsport since 2017. Having begun as a handful of engineers in 2013, the team’s powertrain department has grown to encompass design, workshop, testing and software departments, giving them the breadth of knowledge and experience necessary to design and build the engine for Hyundai Motorsport’s first steps in endurance racing. 

“Hyundai Motorsport is the backbone of Genesis Magma Racing," said Abiteboul, "and the development of the engine for the GMR-001 Hypercar is the perfect demonstration of this. We have a huge wealth of expertise at Hyundai Motorsport, so to develop the powertrain for the GMR-001, it was only natural to call on the people we have.” 

Moncet added, “We have a very strong team in Hyundai Motorsport. We have everyone working on the powertrain all together, so the communication is very good between the departments, feeding information back between simulations. This can speed up the development process and it means we can immediately adapt as soon as we see something, without losing time.” 

Engine Design Drawn From WRC Strengths 

The basic architecture of the V-8 powerplant is derived from the inline-four cylinder motor that powers Hyundai Motorsport’s WRC challenger, the two units sharing roughly 60 percent of their parts. The inline-four engine, in turn, is based on the FIA’s Global Race Engine regulations, providing a strong and thoroughly tested foundation for the GMR-001 Hypercar’s engine. 

“The inline-four engine is a very, very sophisticated, very efficient engine,” said Hyundai Motorsport Technical Director François-Xavier Demaison. “It's a proper race engine, so it's a very good base for developing an engine for WEC. Rallying is a sort of endurance race, so for an engine to the 24 Hours of Le Mans, it’s a good place to start from.” 

Demaison continued: “With the time we had available to develop the engine, we immediately knew we did not have enough time to completely design a new engine from scratch. For the main part of an engine, you need a long time to design, validate, and of course, to produce. Every part needs to be tested over many kilometers, and the inline-four engine from our World Rally Championship car has already been well proven. It became the logical step to carry over as many parts as possible from the four-cylinder engine.” 

Design work on the V-8 engine began in June 2024 and was completed four months later. The assembly of the first engine was undertaken early this year in time for the scheduled fire-up. 

“The first part of the project was to extrapolate what we knew from the WRC engine into endurance racing," said Moncet, "and then we focused on making improvements to aspects like efficiency and reliability, design and simulation, working hand-in-hand to define the engine. The assembly of the first engine always takes a bit more time, as we pay extra attention to the details because we don't know the engine. We had to learn and build the documentation together. It took about three or four weeks, but we completed the first fire-up exactly as scheduled.” 

Further technical details of the engine and powertrain will be revealed later in the development process. 

Next Stage of Engine Testing 

The successful first fire-up marks the end of the first phase of development while simultaneously kicking off the next stage. Hyundai Motorsport engineers, working with their Genesis Magma Racing colleagues, will now focus on completing a series of bench tests with the engine, before connecting it first to the car’s gearbox and finally to the hybrid unit common to all Le Mans Daytona h (LMDh)-specification cars. 

Abiteboul expanded on the future steps for the engine development, saying, “After the first crank and the first revs in a steady state, we will progressively add more heat into the system, performing long runs. Then with different dynos, we can test in a more dynamic way, reproducing closer the cycles that the engine will do around a race track like Le Mans. We can test equipped to the gearbox and the hybrid system until we have the full powertrain.” 

Facing a relatively short period of time before the planned competitive debut for the GMR-001 Hypercar at the start of the 2026 WEC season, these tests will prove critical in developing the powertrain — and solving any minor issues — before the start of on-track testing later this year. 

Buying a Genesis car isn’t merely about transportation. It’s buying an experience. And at the heart of this is a Korean philosophy that emphasizes treating customers as honored guests, known as “Son-nim.”

A Sanctuary of Comfort in Europe

At Genesis, Son-nim is more than a tagline — it’s a core belief that permeates every facet of the Genesis brand. Genesis cars seamlessly integrate into the lifestyles of their owners and become a trusted companion in daily life.

Such is the case for Manuela Orfanò, a team lead at GP Piping Systems in Switzerland, a producer of pipes for water and cooling applications.

Orfanò describes her GV60, an electric vehicle (EV), as her “private spa,” a sanctuary where she can unwind and prepare for the day ahead.

“I can tell you what my mom always says when she sits in the car,” Orfanò shares, “‘Manu, che lusso!’ [That’s Italian for] ‘Oh, what a luxury!’”

Among her favorite features is Remote Smart Parking Assist (RSPA), which provides her with a sense of ease that makes everyday life much smoother and more convenient.

Charlie Langhorne, co-founder and managing director at Wild in Art in the U.K., a platform for artists to showcase their work, compares his Genesis GV80 to a cozy “cocoon.”

He especially loves the heated steering wheel and seats, mentioning, “When I’ve had a long day, I’ve got a long drive ahead of me, I’ll get in and go, ‘aah,’ relax, and ‘now let’s drive!’”

The unmatched comfort and luxury of his spacious SUV especially comes in handy for his active lifestyle that includes cycling and running.

“I know the car is not going to worry about having my bike in the back,” he says. “Everything is so beautifully put together. Everything is so tactile.”

For Sebastian Wacht, partner at the management consulting firm W&W Beratung Maximilian und Sebastian Wacht in Germany, his Genesis GV70 strikes the perfect balance between comfort, reliability and understated elegance.

“Long-distance comfort is very important to me because I travel a lot for business when I meet with customers,” Wacht says.

Genesis’ exceptional customer service, including direct access to a technical assistant, deepens his appreciation for the marque. Most of all, Wacht mentions he appreciates the vehicle’s design, which is both stunning and subtle.

White-Glove Service in Canada

In Canada, Genesis owners like Robert and Doug cite the brand’s “white-glove” offerings as a vital component of their Son-nim experience.

A key highlight of these perks is none other than the tailored concierge service, which allows potential customers to arrange an at-home test drive and delivery to a location of their choice. The concierge also serves as the primary contact point after the purchase date, available to assist with maintenance tasks and any other issues that may arise.

“It’s perfect,” says Robert. “They're extremely respectful of my schedule and my time.”

So far, owning a Genesis has been nothing but wonderful, he says.

“My job is extremely busy and stressful, and I find when I have that transition time from leaving the office to home, getting in the comfort of my car is a wonderful experience,” he says. “The ride is the quietest ride I’ve ever had.”

When buying a Genesis, Doug was particularly impressed that he got answers to all his questions — a quality that’s ironically hard to find these days. 

“That wasn’t always the case with the vehicles that I’ve bought [in the past],” Doug confides. “I just love that they care and value me as a true customer.”

From the start, Genesis made the entire process effortless for Daniel, an avid skier and sports car enthusiast who owns a G70. Daniel’s Genesis Experience Manager delivered his vehicle to the ski hill when he finalized his purchase, creating a moment he will never forget.

“I was head to toe in ski gear when they delivered it to me,” he says. “It was so awesome.”

Daniel’s G70, he says, is the perfect match for his adventurous lifestyle, delivering luxury, performance and all-weather capability.

“The G70’s Comfort and Sport modes are a game changer. I stick to Comfort Mode for longer drives, but Sport Mode really shines on windy cottage trips, tightening up the suspension and making the car feel like a performance vehicle.”

Some other favorite features include the Head-Up Display (HUD) navigation, seat extender and the ability to start the vehicle and adjust the climate from his phone, the last of which is particularly useful in coping with the unpredictable weather of Ontario, Canada, where he lives.

“Whether I’m towing my jet-ski or navigating winter snowstorms,” Daniel shares, “the G70 always keeps me secure and ready for anything.”

Owner-Exclusive Events

The Genesis owner community is not just a group of vehicle owners but a network of Son-nim who genuinely share a deep appreciation for Genesis’ quality, innovation and customer-centric approach. Genesis gathers this community through yearlong events and experiences that allow owners to build connections with fellow Son-nim.

Orfanò’s unforgettable experience at the 2023 Genesis Scottish Open is just one example.

One of the top five tournaments on the DP World Tour, the Genesis Scottish Open is held every July at the exclusive Renaissance Club, located just outside Edinburgh in East Lothian, Scotland. Knowing how much she loves golf, Genesis invited Orfanò to participate in 2023.

“Getting the chance to play the same course with the same pin position was something I will never forget,” Orfanò recalls. “You’re not just buying a car; you’re buying an experience.”

For Jean-Francois, receiving an invitation to the 2023 NHL Awards in Nashville, Tennessee, was a once-in-a-lifetime opportunity that underscored Genesis’ dedication to creating memorable moments for its customers. The chance to engage with NHL coaches and alumni, paired with the brand’s hospitality, made the event truly special, he says.

“My experience with Genesis has been amazing,” notes Jean-Francois. “From the vehicle selection to delivery, everything has been a 10 out of 10.”

Jean-Francois’s enthusiasm for the brand was echoed by fellow Son-nim Keith and Rochelle, both of whom joined the 2024 NHL All-Star Weekend in Toronto, Canada.

Keith, along with other Genesis owners, were treated to a VIP experience that included going shopping with NHL alumni Tie Domi.

“When my friends enviously asked how I won such a cool prize, all I could say was I just bought a vehicle I’m really happy with,” Keith remarks. “With respect to performance, design, vehicle appointments and technology, my Genesis rivals any luxury vehicle I have owned.”

Rochelle wholeheartedly agrees. “As a Genesis owner, I continue to receive exceptional service,” she says. “I highly recommend Genesis for their luxurious vehicles, exemplary service, expertise and dedication to their clients.”

Disclaimer: The Genesis owners in Canada mentioned in this article are identified solely by their first names, reflecting their choice for privacy.

BARCELONA, Spain, April 6, 2025 — Genesis Magma Racing Trajectory Program drivers Jamie Chadwick and Mathys Jaubert, and Daniel Juncadella scored a stunning class win today on their debut in the Le Mans Prototype 2 (LMP2) category of the European Le Mans Series (ELMS) at Circuit de Barcelona-Catalunya in Spain. Chadwick, who completed a double stint to start the race, became the first female winner in the premier category of the championship, joining her teammates on the podium after Jaubert brought the car home second overall at the end of the four-hour season opener.

Strategy, Experience and Race-Craft Played a Role to Secure Victory

All three drivers in the #18 IDEC Sport-run Oreca 07 played a vital part on the path to the win — a historic start to the on-track presence of Genesis Magma Racing.

Jamie Chadwick started the car from the fifth place secured by Jaubert in Saturday’s qualifying session. By her own admission, Chadwick struggled in traffic though her double stint, particularly on the first time while the pack remained tightly bunched after the start. The team, including the race engineer who was one of nine staff from Genesis Magma Racing integrated into the IDEC Sport team for the weekend, began to focus on strategy, opting to extend Jamie’s second stint. Excellent work to stretch the fuel bought the team a crucial few laps, putting the team in the perfect position to pit during a virtual safety car and vault up the order to fourth.

After the restart, Juncadella continued the progress, quickly moving up to second to cement the #18 car’s place among the front-runners. Also completing a double stint and having to retake second place, the Spainard and the team were able to take advantage of another virtual safety car to pit for Mathys Jaubert to take over for the final 1:17 of the four-hour event.

In the midst of the tightly packed lead group, the 20-year-old Frenchman had to both defend and attack, taking advantage when the leader was held up by a GT car to make an opportunistic move into the penultimate corner to take the top spot. He held the position until half a lap from the chequered flag when a car from the LMP2 Pro-Am class, on far fresher tires than Jaubert, made the pass for the overall victory. Still, second overall and victory in the LMP2 class delivered a historic result to begin Genesis Magma Racing’s presence on the racetrack.

Post Race Quotes — #18 IDEC Sport Oreca 07

Jamie Chadwick said: “Starting off in this position is fantastic. I’m really impressed by the job that my two teammates and the IDEC Sport team with the execution of the strategy. It was incredible. I knew what we were doing with the strategy after my pace started to drop off, but I was thinking ‘we’ve missed the window now, we’re going to be way off’ and just I got the fuel alarm the virtual safety car came out. It couldn’t have been better timing. From a personal point of view, it doesn't mean so much to be the first female winner in ELMS’ top class, but it's great for the sport. That’s four female winners in ELMS today [with Iron Dames winning LMGT3]. I’m very proud to be a woman in motorsport today.”

Daniel Juncadella said: “I’m obviously over the moon with this result, it's unreal. I didn't come in with too many expectations to be fair. This is a new series for me, a new car, a new team. Winning at home in front of family and friends, It's just unreal. My stint was great, I enjoyed it out there. I think I keep learning every time, learning new things and loving it. Jamie is making really good steps. She made an amazing start, then struggled a bit in the traffic, which is the hardest part of endurance racing, where she’s still inexperienced, but she kept her foot down. We got lucky with the VSC and then I gave the car in P2 to Mathys and he did just what he knows best. I think not many people know him yet, but what a little star he is. He gave us the first win. A great start to the ELMS season.”

Mathys Jaubert said: “What a result. I didn't realize at the time but it's so amazing for us and Genesis Magma Racing. A first race and a first win with three rookies in the car. My last stint was mega. After the safety car everyone was fighting, but it's very, very hard to overtake, because when you are behind you have so much understeer in fast corners. So, you are just waiting with traffic and to take the opportunity to overtake. And this is what I did. A GT car blocked the leader, and I took the risk to overtake. I looked for the gap and I went for it. After that I had really good pace. Then it was just to manage the tires and fuel for the end. Unfortunately, one car had two new tires, but I knew that he was in a different class, so if I finished in front or behind him, we would take the points for the championship, so I didn't block him too much.”

Genesis Magma Racing Team Principal Cyril Abiteboul said: “We couldn't have wished for a better start to Genesis’ endurance adventure. The Genesis Magma Racing Trajectory Program drivers delivered an exemplary, error-free race. The team provided them with a high-performance, reliable car, and a particularly inspired race strategy from their race engineer, who is one of the team members from Genesis Magma Racing integrated into IDEC Sport to learn about endurance racing. While this start is a good sign, we must remain realistic about the level of competition.”

NEW YORK, Nov. 14, 2024 — Genesis today unveiled “STARSCAPE,” an immersive light installation at the brand’s flagship Genesis House New York, created in collaboration with award-winning creative director and production designer, Ethan Tobman. 
 

Celebrated for his creative direction on Taylor Swift’s record-breaking Eras Tour, Tobman draws inspiration from the Korean winter solstice, “dongji,” to transport guests at Genesis House through the longest night of the year in a multi-sensory experience.

 
Inspired by the celestial wonders of the night sky, guests are immersed in a world of bright constellations and glowing embers. Tobman's creative design transforms Genesis House into a vibrant environment that honors the Korean heritage of the brand and celebrates the winter season through a dazzling journey that blurs the lines between the physical and digital worlds.

 
“Collaborating with Genesis on STARSCAPE has been an inspiring and rewarding experience,” said Tobman. “Blending my design vision and love for empathetic storytelling with their incredible space allowed us both to create an immersive environment that merges traditional and modern artistry.”

 
Tobman has gained global recognition for his approach to visual storytelling. From being the creative director of the Eras Tour to designing iconic music videos for Beyoncé, including “Run The World” and “Formation,” Tobman delivers emotionally compelling visual narratives for feature films and music artists around the world. His work spans high-profile live productions, such as Swift’s Grammy-winning “Folklore” performance, Ariana Grande’s “No Tears Left to Cry,” Kendrick Lamar’s “All The Stars” and feature films as diverse as “Room,” “The Menu” and “Free Guy.” 

As guests enter the Cellar Stage at Genesis House, they embark on an illuminating sojourn to the celestial wonders of the sky during the longest night of the year. From the burning embers of a fire in a “hanok,” a traditional Korean home, to the bright stars that form constellations in the sky above, guests are immediately transported upwards to the night sky with shimmering lights cascading from the ceiling. 

The physical and digital worlds converge at the center of the experience, where visitors are invited to witness the progression of the night sky through 590 glowing lights that are precisely hung throughout STARSCAPE to recreate the constellations that illuminate Seoul and New York, showing a nightly connection between the distant cities. 

Beginning with a series of twinkling stars that transform into impressions of celestial faces, the journey through the night intensifies with glowing embers reaching above and forming a shimmering silhouette of a hanok roof. The crescendo builds as more formations take shape, before an explosion of color makes way for the ancient constellations of Seoul as Earth passes by and dongji comes to a conclusion. 

The sky is then transformed, offering a satellite view of Seoul beneath guests’ feet as visuals of the New York City and Seoul skylines pass by. Glittering bodies appear in the sky as a single star becomes the focal point before erupting into darkness once more.

 
“At Genesis House, we aim to bring truly one-of-a-kind experiences to our guests that reflect our commitment to audacious design while honoring our distinctly Korean heritage,” said Rachel Espersen, Executive Director of Brand Experience, Genesis House and Studios at Genesis Motor America. “Tobman brings his unique talent for visual storytelling with cutting-edge design to our oasis in the heart of New York’s Meatpacking District to create a unique journey through the winter solstice.” 

STARSCAPE is open to the public from Nov. 14. Guests will also enjoy specialty items at Genesis House Restaurant throughout the duration of the installation, featuring unique cocktails like the “BUKDU CHILSEONG,” a blend of night sky gin, dry vermouth, maraschino, absinthe and orange bitters; the “CHEONGDO 75” with damson, persimmon, lemon and sparkling wine; as well as the “STARLIGHT CHOUX,” made with apple, jujube, crème chantilly and starlight craquelin. 

The installation is open from Tuesday through Sunday, from 11 a.m. to 7 p.m., until Jan. 12. The installation will be closed on Thanksgiving and Christmas Day.

SEOUL, Nov 7, 2024 — Genesis today announced a new partnership with Tate Modern, one of the world’s leading institutes of modern and contemporary art, for the support of “The Genesis Exhibition: Do Ho Suh: Walk the House.”

Genesis Art Initiatives was launched to collaborate with leading institutions and visionaries that shape cultural legacy around the world, with a dedication to celebrating art as an authentic experience to discover the truly meaningful and valuable aspects of life.

As part of its vision, Genesis Art Initiatives expands its program to Europe through a collaboration with Tate Modern for a major survey exhibition of artist Do Ho Suh from May 1 to Oct. 19, 2025, marking his first major solo exhibition in London.

A survey exhibition offers a comprehensive and in-depth examination of a particular artist or movement, featuring a wide range of works and extensive research that spans the artist’s career and artistic evolution. By supporting the expansive survey, Genesis aspires to enable a deeper exploration of the artist’s thought-provoking insight that resonates with the complexities of our time. 

The Genesis Exhibition: Do Ho Suh: Walk the House will present the breadth and depth of Suh’s unique practice over the last three decades, spanning Seoul, New York, and London — the three cities he has called home, and featuring new site-specific works on display for the first time. 

The exhibition’s title Walk the House is drawn from the Korean word “hanok” — a house that could theoretically be disassembled, transported and reassembled at a new site. Reflecting this idea of a transportable home, Suh’s immersive works examine the relationship between architecture, space, the body, and the memories that make us who we are. 

“We are honored to embark on Genesis Art Initiatives in Europe through our expanded partnership with Tate, supporting the highly anticipated exhibition by Do Ho Suh,” said Euisun Chung, Executive Chair of Hyundai Motor Group. “The Genesis Exhibition: Do Ho Suh: Walk the House takes us on an artistic journey, reaffirming timeless values that transcend both spatial and temporal boundaries through the voice of this renowned visionary.” 

“I am extremely grateful to Genesis for their generous support of this exhibition. It builds on our longstanding work with Hyundai Motor, who have been invaluable in championing diverse and risk-taking contemporary art at Tate, supporting curatorial research alongside major commissions,” said Maria Balshaw, Director of Tate. “I'm thrilled to see this commitment continue to grow through Genesis Art Initiatives and Do Ho Suh’s profound reflections on our modern world are the perfect way to begin our new partnership.” 

Last July, Genesis Art Initiatives announced a five-year partnership with The Metropolitan Museum of Art in New York to support The Genesis Facade Commission, an annual contemporary art commission series for the Museum’s Fifth Avenue facade niches. The inaugural exhibition under this partnership, “The Genesis Facade Commission: Lee Bul, Long Tail Halo,” opened this past September and is on view through May 27, 2025. 

Following its partnership with The Met and Tate Modern, the Genesis Art Initiatives will continue expanding its support, aiming to enrich today’s vibrant cultural dialogue around the globe.

ABOUT GENESIS AND GENESIS ART INITIATIVES

Genesis is a global automotive brand that aims to deliver the highest standards of performance, design, safety, and innovation while looking towards a more sustainable future. With deep commitment to realizing original experiences, Genesis celebrates art as an avenue to discover the truly meaningful and valuable. Genesis Art Initiatives collaborates with institutions shaping cultural legacy around the world, and visionaries whose profound understanding of our times uncovers enduring values that resonate across generations. The initiatives include The Genesis Facade Commission at The Metropolitan Museum of Art, a global artist commission featuring new art pieces on the niches of The Met’s main entrance facade; and The Genesis Exhibition: Do Ho Suh: Walking the Home at Tate Modern, which will present a major survey of the world-renowned artist. Through these shared endeavors, Genesis aspires to enrich today’s vibrant cultural dialogue by amplifying timeless insights that permeate the world around us and the ever-unfolding landscape of the years to come. Visit www.genesis.com/art.html or follow @genesis_worldwide #GenesisArtInitiatives to learn more about our partnerships and programs.

ABOUT TATE MODERN 

Tate Modern is the world’s most popular museum of modern and contemporary art. It is free to visit and open to all, welcoming millions of people each year. The museum’s collection displays span 100 years of art by renowned artists from around the world, presented alongside a diverse and international programme of exhibitions, commissions and events. Tate Modern is part of a family of four Tate galleries around the UK alongside Tate Britain, Tate Liverpool and Tate St Ives, which together care for a growing national collection of over 65,000 works of art. For more information, visit tate.org.uk.

ABOUT DO HO SUH 

Suh studied Korean Painting at Seoul National University before receiving a B.F.A. in Painting from Rhode Island School of Design in 1994 and an M.F.A. in sculpture from Yale University in 1997. Recent solo exhibitions of his work have been shown at Moody Center for the Arts, Houston (2024); the Scottish National Gallery of Modern Art, Edinburgh (2024); Museum of Contemporary Art Australia, Sydney (2022); Los Angeles County Museum of Art, Los Angeles (2019); V&A, London (2019); Museum Voorlinden, Wassenaar (2018); ARoS, Aarhus (2018); The Brooklyn Museum, Brooklyn (2018); Frist Center for the Visual Arts, Nashville (2018); Towada Art Center, Towada (2018); Smithsonian American Art Museum, Washington D.C. (2018); 21st Century Museum of Contemporary Art, Kanazawa, Japan (2012-2013) and Leeum, Samsung Museum of Art, Seoul, South Korea (2012). Suh has also participated in the Chicago Architecture Biennial (2019); Singapore Biennial (2016); Gwangju Biennale (2012); Liverpool Biennial (2010); International Architecture Exhibition, Venice (2010); International Istanbul Biennial (2003); Biennial of Sydney (2002); and represented Korea at the 49th Venice Biennale (2001).

SEOUL, Sept. 25, 2024 — Genesis has partnered with Bloomberg Media to deliver a new program of services provided through an in-car app, powered by Bloomberg. The service will be introduced first to the newly designed Electrified G80 model in Korea starting from Sept. 25.

The service will be expanded to the G90, G80, GV80, GV80 Coupe, GV70, Electrified GV70 and GV60 models and is set to roll out in Korea by Q1 2025. The service is due to be launched in Korea first, with Europe slated to complete its launch by Q2 2025. The app will be installed as part of the Over-the-Air (OTA) update for existing cars. 

This partnership between Genesis and Bloomberg Media marks an exciting advancement in providing convenient and high-quality media content for Genesis owners. With the new in-car app, owners can stay connected and informed in the comfort of their own cars, accessing Bloomberg's trusted and timely news, analysis and entertainment options. 

Through the service, Genesis owners will be able to access a wide array of content without the need for additional sign-ins. The features include Bloomberg TV+, Bloomberg Originals and News Feed, delivering major headlines and relevant information in a timely manner. 

As part of the commitment to enhancing the ownership experience, Genesis is also offering select model owners the Annual Access, an annual Bloomberg digital subscription package, starting with the newly designed Electrified G80 and expanding to the G80, G90, GV80 and GV80 Coupe. Owners will gain unrestricted access to Bloomberg.com and the Bloomberg app across all devices. 

This comprehensive package ensures that Genesis owners can enjoy the benefits of Bloomberg's premium content both inside and outside their vehicles, enabling them to stay up to date and make informed decisions in their personal and professional lives. 

SEOUL, Sept. 12, 2024 — Genesis celebrates the opening of “The Genesis Facade Commission: Lee Bul, Long Tail Halo” at The Metropolitan Museum of Art. On view from Sept. 12 through May 27, 2025, the exhibition features new works by artist Lee Bul, born in 1964, that challenge what sculptures can reveal about our times. Responding to The Met’s iconic facade as a site for statues, Lee’s towering sculptures are at once classical and contemporary, forthcoming and elusive. 

This exhibition is Lee’s first major project in New York since her solo exhibition at the New Museum in 2002. Lee is known for her sophisticated use of both highly industrial and labor-intensive materials, such as fabric, metal, plastic, silicone, porcelain and glass, incorporating artisanal practices as well as technological advancements into her work. Her sculptures, often evoking bodily forms that are at once classical and futuristic, address the aspirations and disillusions that come with progress. 

The new pieces featured in this exhibition comprise four sculptures made of ethylene vinyl acetate (EVA) or polycarbonate parts over steel armatures. “Long Tail Halo: CTCS #1” and “Long Tail Halo: CTCS #2” flank the museum entrance and their human-like forms recall Cubist and Futurist masterpieces, scholar’s rocks, Greco-Roman classics, and historical armors in The Met collection. 

Similarly abstract, “Long Tail Halo: Secret Sharer II” and “Long Tail Halo: Secret Sharer III” each hunch over a cascade of fragmented prisms; their behavior evokes the artist’s pets that acted as her guardians. The artworks presented in this exhibition symbolize, both independently and in dialogue, the abiding human desire for progress and perfection, while hinting at the failures and repercussions inherent to these pursuits. Together they reflect the endless revisions and transformations in the long narratives of history. 

"'The Genesis Facade Commission: Lee Bul, Long Tail Halo' invites us to reconsider cultural norms and values through the artist’s unbounded and timeless practices," said DooEun Choi, Art Director of Hyundai Motor. "We anticipate that this exhibition will trigger a profound experience that transcends spatial and temporal boundaries." 

“Lee Bul’s extraordinary sculptures explore the complexities of the human condition through powerful, hybrid forms that draw from the past while speaking to present day hopes and anxieties about the future,” said Max Hollein, The Met’s Marina Kellen French Director and Chief Executive Officer. “This commission series invites artists to engage with, transform, and even challenge The Met’s iconic Fifth Avenue facade, and we’re tremendously excited to see Lee’s works now unveiled.” 

The upcoming installation is the first under a new multiyear partnership between Genesis and The Metropolitan Museum of Art to present the annual contemporary art commission, which is newly named The Genesis Facade Commission. Launched in 2019, The Met invites artists each year to create new site-specific works of art for the museum’s Fifth Avenue facade niches, inspiring authentic connections between the artist, The Met's audiences, as well as the broader global art scene. 

“The Genesis Facade Commission: Lee Bul, Long Tail Halo” is the fifth in the series. Previous installations featured works by Wangechi Mutu (2019), Carol Bove (2021), Hew Locke (2022) and Nairy Baghramian (2023). The 2025 Genesis Facade Commission will feature new works by Jeffrey Gibson. 

Genesis Art Initiatives was launched in parallel to Hyundai Motor’s decade-long partnerships with global museums and cultural organizations, and celebrates art as an authentic experience to discover the truly meaningful and valuable aspects of life by collaborating with leading institutions and cultural visionaries. Through shared endeavors, Genesis aspires to enrich today’s vibrant cultural dialogue by amplifying timeless insights that permeate the world around us and the ever-unfolding landscape of the years to come. 

Genesis Art Initiatives will continue to expand its global reach through a partnership with Tate Modern for “The Genesis Exhibition: Do Ho Suh,” on view from May 1 to Oct. 26, 2025, followed by significant projects around the globe. 

SEOUL, July 23, 2024 — Genesis announced today the establishment of Genesis Art Initiatives, aimed at celebrating art as an authentic experience to discover the truly meaningful and valuable aspects of life. With a vision to collaborate with leading global institutions that are shaping cultural legacy around the world, Genesis begins the initiative with a five-year partnership with The Metropolitan Museum of Art in New York to support its annual contemporary art commission series for the museum’s Fifth Avenue facade niches. 

Newly named The Genesis Facade Commission, the series invites an artist each year to create new site-specific works of art, inspiring authentic connections between the artist, The Met's audiences, as well as the broader global art communities. Through shared endeavors, Genesis aspires to enrich today’s vibrant cultural dialogue by amplifying timeless insights that permeate the world and the ever-unfolding landscape of the years to come. 

“As a long-time supporter of the arts, we are thrilled to embark on a new journey of Genesis Art Initiatives with The Metropolitan Museum of Art, one of the world’s most highly respected arts institutions,” said Euisun Chung, Executive Chair of the Hyundai Motor Group. “With our aspiration and ambition for this impactful partnership, we hope to become a part of The Met’s inspiring community and to amplify the voices of renowned cultural visionaries.” 

"The Met’s Fifth Avenue facade is a powerfully prominent and accessible platform for the display of art that now regularly features new sculptures by the most innovative artists working today,” said Max Hollein, The Met’s Marina Kellen French Director and Chief Executive Officer. “We are grateful to Genesis for their incredible generosity and support, which ensures the opportunity for visitors and passersby alike to be surprised, delighted and inspired by dynamic commissions for years to come.” 

The inaugural exhibition under this new partnership, "The Genesis Facade Commission: Lee Bul, Long Tail Halo,” will be on view from Sept. 12 to May 27, 2025, marking the first time an artist living and working in Asia has been commissioned for this installation. This highly anticipated exhibition will also be Lee’s first major project in the United States since her solo exhibition at the New Museum in New York in 2002. 

Lee Bul, born in 1964 in Korea, will create four new sculptures that combine figurative and abstract elements for The Met Fifth Avenue’s facade niches. With her practices in arts that span four decades, Lee is known for her sophisticated use of both highly industrial and labor-intensive materials, such as fabric, metal, plastic, silicone, porcelain and glass, incorporating artisanal practices as well as technological advancements into her work. Her sculptures, often evoking bodily forms that are at once classical and futuristic, address the aspirations and disillusions that come with progress. 

This will be the fifth edition of The Met’s facade commission series. The museum's Beaux-Arts Fifth Avenue facade was designed by the architect and founding museum trustee Richard Morris Hunt, and opened to the public in December 1902. Since 2019, the facade has featured works by contemporary artists Wangechi Mutu (2019), Carol Bove (2021), Hew Locke (2022), and most recently Nairy Baghramian (2023). The 2025 Genesis Facade Commission will feature new works by Jeffrey Gibson, born in 1972 in the United States. 

On the horizon, Genesis Art Initiatives is set to expand its global reach through a partnership with Tate Modern for “The Genesis Exhibition: Do Ho Suh,” on view from May 1, 2025 to Oct. 26, 2025. This major survey exhibition will showcase artist Do Ho Suh’s immersive fabric installations, life-size replicas of his past homes, videos and delicate works on paper, asking timely questions about belonging and connection and exploring the intricate relationship between architecture and the body. 

ABOUT GENESIS AND GENESIS ART INITIATIVES

Genesis is a global automotive brand that aims to deliver highest standards of performance, design, safety and innovation while looking towards a more sustainable future. With deep commitment to realizing original experiences, Genesis celebrates art as an avenue to discover the truly meaningful and valuable. Genesis Art Initiatives collaborates with institutions shaping cultural legacy around the world, and visionaries whose profound understanding of our times uncovers enduring values that resonate across generations. Initiatives include The Genesis Facade Commission at The Metropolitan Museum of Art, a global artist commission featuring new art pieces on the niches of The Met’s main entrance facade; and The Genesis Exhibition at Tate Modern, which will present a major survey of a world-renowned artist. Through these shared endeavors, Genesis aspires to enrich today’s vibrant cultural dialogue by amplifying timeless insights that permeate the world around us and the ever-unfolding landscape of the years to come. Visit www.genesis.com/art.html or follow @genesis_worldwide #GenesisArtInitiatives to learn more about our partnerships and programs.

ABOUT THE METROPOLITAN MUSEUM OF ART

The Metropolitan Museum of Art was founded in 1870 by a group of American citizens — businessmen and financiers as well as leading artists and thinkers of the day — who wanted to create a museum to bring art and art education to the American people. Today, The Met displays tens of thousands of objects covering 5,000 years of art from around the world for everyone to experience and enjoy. The museum lives in two iconic sites in New York City — The Met Fifth Avenue and The Met Cloisters. Millions of people also take part in The Met experience online. Since its founding, The Met has always aspired to be more than a treasury of rare and beautiful objects. Every day, art comes alive in the museum’s galleries and through its exhibitions and events, revealing both new ideas and unexpected connections across time and across cultures.

ABOUT TATE MODERN

Tate Modern is the world’s most popular museum of modern and contemporary art. It is free to visit and open to all, welcoming millions of people each year. The museum’s collection displays span 100 years of art by renowned artists from around the world, presented alongside a diverse and international program of exhibitions, commissions and events. Tate Modern is part of a family of four Tate galleries around the UK alongside Tate Britain, Tate Liverpool and Tate St Ives, which together care for a growing national collection of over 65,000 works of art. For more information, visit tate.org.uk.

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. 

In a first-of-its-kind partnership for Bloomberg Media, the service will be gradually implemented on select Genesis models starting from the third quarter with a one-year subscription to Bloomberg.com — one of the world’s leading sources of business news content. In addition to the subscription, Genesis vehicles sold during the same period will offer localized Bloomberg Media content — such as Bloomberg TV, video on demand, news headlines and full articles — via the Genesis in-car entertainment system. 
 

The Bloomberg content provided will be available to Genesis drivers in multiple languages including English, French, German, Korean and Simplified Chinese. 

Nick Sallon, Chief Partnerships Officer at Bloomberg Media, said that the new collaboration was forged in recognition of the synergy between Genesis customers and Bloomberg news consumers. 
 

“The Genesis family of cars is known for its premium design and appealing to consumers who are often senior leaders in business,” Sallon said. 

“Likewise, many Bloomberg news consumers are senior business professionals who are always on the move and, more than anything else, short on time. We believe there is a terrific alignment of values and audiences in providing Genesis drivers a new level of access to Bloomberg content while they too are on the move. We are honored and excited to collaborate with Genesis on this innovative new project.” 
 

Sangwon (Marc) Choi, Chief Product & Strategy Officer of Genesis, remarked, “We are delighted to announce our partnership with Bloomberg, a global leader in financial news and information. At Genesis, we believe in enhancing the driving experience by seamlessly integrating cutting-edge technology with premium features," adding, “This intersection of luxury and technology signifies a pivotal moment as we empower our drivers with real-time, reliable information. Together with Bloomberg, we are ensuring our customers stay connected on the go, all within the comfortable and innovative environment that Genesis is renowned for.”
 

The new partnership takes effect on Aug. 31, 2024, and will apply to the sale of select new Genesis vehicles until at least 2026. 

FRANKFURT, Germany, Feb. 7, 2024 — Genesis announces an exciting collaboration with racing legend Jacky Ickx, who will join Genesis as an official Brand Partner. 

Ickx will take on a three-fold role as a Genesis Brand Partner to provide strategic insights, championing the brand’s ethos as an ambassador and acting as a distinguished diplomat within the luxury landscape. 

Through this partnership, Ickx and Genesis will collaborate on various initiatives aimed at promoting innovation and luxury within the industry. Fondly referred to as the “Gentleman Disruptor” within Genesis, Ickx represents a legacy of excellence and innovation that the brand is building upon. 

In his advisory role, Ickx will collaborate closely with Luc Donckerwolke, Group Chief Design Officer (CDO) and Chief Creative Officer (CCO), and the Hyundai Motor Europe Technical Center. A signing ceremony on Feb. 2 at Genesis Studio Geneva marked the beginning of the brand partnership. 

Donckerwolke commented: “We are delighted with this unique partnership with Jacky Ickx. With his phenomenal achievements, invaluable knowledge and desire to influence the revolution of the automotive landscape, Jacky aligns perfectly with our brand values. As a prominent figure who has been consistently ingrained throughout the evolving landscape over the years, it is an honor to have Jacky on board to help shape the future of the Genesis.” 

Ickx commented on the partnership: “I want to live in the future, move on from the past, reinvent, move forward. I have always admired Genesis for its cultured elegance and design aesthetics and sincerely believe in a relationship that is founded on authenticity and admiration to each other.” 

Ickx began his journey into the world of motorsport with road racing and motorcycle trials, earning top spot in the 50cc class Mettet Grand Prix Road race in 1962. Accelerating quickly through the ranks, he made his Formula One debut at Monza in 1967, going on to win eight races and 25 podium finishes within his Formula One career. Simultaneously, he entered the world of endurance racing, teaming up with Hubert Hahne in 1966 to win the Spa 24 Hours endurance race in Belgium. From there, Ickx set a new world record, winning six times at the 24h race at Le Mans and subsequently becoming known as "Monsieur Le Mans". 

SEOUL, Jan. 15, 2024 — Genesis has been honored with a prestigious award from the Seoul-based Corea Image Communication Institute (CICI) in recognition of its global efforts to enhance Korea’s reputation through distinctive luxury brand experiences. 

The Korea Image Stepping Stone Award was presented to Mike Song, Global Head of Genesis, at the 2024 Korea Image Awards sponsored by Korea’s Ministry of Foreign Affairs and held at the InterContinental Seoul COEX hotel on Jan. 10. 

In a statement, CICI lauded Genesis for playing a “pivotal role” in elevating Korea’s prestige on the global stage by providing unique brand experiences that “encapsulate [Korea’s] unique identity, reflecting the Korean beauty and emotion such as the ‘Beauty of White Space.’” 

On stage, Song expressed gratitude to his colleagues at Genesis and vowed to resonate with the hearts of every customer worldwide as the brand expands beyond its current presence in 19 markets. 

When Genesis “came into this world in November 2015, there was a mix of support and concerns from many people who questioned whether the luxury brand, particularly in the luxury auto sector, could genuinely secure a place in the hearts of customers,” remarked Song. 

“We have always prioritized providing customers with the most comfortable and safest means of transportation in the world, consistently striving for cutting-edge technology and perfect quality,” Song continued, adding, “As a result, we achieved a significant milestone of 1 million units last year, after just seven years and 10 months [since the brand came into existence].” 

When asked by CICI President Jungwha Choi about the concept of the Beauty of White Space, Song replied that Genesis diligently endeavors to encapsulate the “beauty of restraint” derived from Korean aesthetics in its car designs, ultimately aiming to create “subtle elegance.” 

Among the other recipients of the 2024 Korea Image Awards was distinguished Swiss architect Mario Botta, honored with the Korea Image Stepping Stone Bridge Award for his design contributions to several Korean landmarks, including the Leeum Muesum of Art. French pansori (traditional Korean narrative singing) performer Laure Mafo received the Korea Image Flowerstone Award, while Korean operatic pop tenor Lim Hyung-joo was presented with the Korea Image Capstone Award in recognition for his pioneering role in popularizing operatic pop in the country and gaining worldwide fame with his music.

Established in 2003 and registered under Korea’s Ministry of Foreign Affairs, CICI is a non-profit organization dedicated to public diplomacy and the promotion of Korean culture. The annual Korea Image Awards, initiated in 2005, recognizes individuals, groups and organizations for their contributions in enhancing Korea’s global reputation.

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. 

Launched in mid-2021, the Genesis Boutique stands as a prime example of this bold commitment. The e-commerce platform offers a comprehensive range of high-quality merchandise and services that complement the distinct Genesis lifestyle, from specialized car accessories to exclusive wine-tasting events led by world-renowned sommeliers. 

Capitalizing on Customer Behavior Analytics 

When asked about the platform’s strengths, Sunyoung Lim, Deputy General Manager of the Genesis Ownership Value Team, who oversees the Genesis Boutique, immediately points to its utilization of customer behavior analytics, which helps the brand compile information on customer purchases and preferences to predict and recommend future choices. 

The technology, Lim highlights, played a key role in boosting the monthly average number of transactions by 40-fold compared to the brand’s previous online mall, increasing from approximately 700 cases to 28,000. 

The website today attracts nearly 950,000 monthly visits and 370,000 users. 

“It's a win-win,” says Lim. “We improved user convenience by providing services at the precise moments our customers needed them and [anticipating their needs] based on their lifecycles, even before they explicitly expressed their choices.” 

Skillfully Crafted Goods

 
A wide selection of meticulously crafted Genesis-branded merchandise is offered at Genesis Boutique, including car accessories and camping and golf gear. 

In the Genesis Collection section, golf bags, golf balls, foldable camping seats, keychains and diffusers are sold, just to name a few. In the Genesis Accessory section, users can purchase coat hangers, plastic cargo boxes, ash trays and leather key covers, some specifically tailored for each car model. 

In the Genesis Curation section, over 400 lifestyle products curated from environmentally conscious brands that align with Genesis’ dedication to sustainability are showcased. Each item is presented with compelling storytelling that emphasizes its eco-friendliness and convenience. 

Handmade products from the Seoul-based leather shop hevitz, for instance, feature mostly bags and wallets, some of which were made out of leftover leather sourced from the Genesis flagship sedan G90.

Exclusive Benefits for Genesis Owners 

Some benefits are exclusive to Genesis owners. 

The platform offers Genesis owners unique opportunities to apply for a chance to attend sports and cultural events — recitals by world-acclaimed pianists Seongjin Cho and Lang Lang, a wine-tasting session led by a member on the Robert Parker Wine Advocate reviewer team and Genesis-sponsored golf tournaments. 

Within six months from the vehicle delivery date, Genesis owners can sign up to receive a free gift package containing Genesis-branded lifestyle goods such as a drip coffee set or a wine carrier that comes along various other accessories.  

Other perks offered to new Genesis owners include body coats, annual memberships at partnered hotels across the country and subscriptions to lifestyle magainzes. In the longer run, Genesis owners can sign up for similar benefits at special discounts.

Eyeing Future Growth 
 

Going forward, Lim says her team is seeking even more ways to improve the website — like expanding services to global audiences next year. 
 

“More than two years after launching Genesis Boutique, we’ve examined the evolving preferences of our users to better understand their likes and dislikes,” she says. “We’ll continue to refine our services to exceed the expectations of our creative and forward-thinking customers, empowering them in a pursuit of a more enriching lifestyle.” 

So much so, there’s a comprehensive set of guidelines called the Genesis Hospitality Model, which meticulously outlines how frontline employees of customer service around the world should dress, behave and communicate at Genesis spaces, from well before guests arrive to the moment they depart and fade out of sight.

Hosting ‘Son-nim’ as ‘Ju-in’

To grasp the Genesis Hospitality Model, it’s crucial to first understand the underlying Korean culture, where guests are referred to as “Son-nim” and the host is called “Ju-in.”

In traditional terms, a Ju-In is tasked with warmly greeting their Son-nim and offering them the utmost attention and care. For workers at Genesis spaces worldwide, it becomes pivotal to embody the essence of being a Ju-In and treating each guest as a Son-nim — hence, the significance of the hospitality model. 

By embracing this concept, workers can foster an environment of warmth, extend genuine hospitality and provide guests with transformative, emotionally enriching experiences. This, in turn, contributes to the brand’s distinct identity and establishment of sincere, lasting relationships. 

‘Meet,’ ‘Build’ and ‘See Off’ 

The Genesis Hospitality Model mainly comprises three parts: Meet, Build and See Off, covering the entire customer experience from the initial encounter to the farewell stage. The core of the three-step model resides in building a strong connection between the brand and each Son-nim, rooted in the spirit of Korean hospitality. 

Stage 1: Meet 

This stage encompasses not only the moment of the actual encounter but also the preparation leading up to it, known as “Behind the Scene,” during which Genesis employees create a warm, welcoming atmosphere as they wait for their guests. 
 

In the Genesis Hospitality Model, guidelines are as specific as detailing how hands should be positioned when greeting customers. Known as the “Two Hands” position, men are told to place their right hand over their left hand, and women vice versa as per Korean tradition. 

When escorting a guest, employees are told to move in stride with their Son-nim, but remain “one step ahead” when the guest doesn’t know the direction of the destination. 

Phrases like “You can sign here” and “Test drives are unavailable right now because we’re fully booked” must be avoided, according to the guidelines, and replaced with alternatives such as “Could you please sign here?” and “Test drives are booked up, but would you consider trying other product experiences?” 

Founded on the principles of respect, consideration and a positive attitude, each guideline strives to guarantee that every Son-nim feels welcomed and comfortable within Genesis spaces. 

Stage 2: Build 

The second stage of the Genesis Hospitality Model is where meaningful, lasting relationships with Son-nim are formed through unique storytelling, personalized services and immersive experiences. 

In this stage, employees are advised to show a genuine interest in their Son-nim, in part by engaging in small talk that eventually circles back to Genesis cars. 

“I love the bag you’re holding,” reads an example in the guidelines. “I think it looks even more elegant with this Genesis color you’re looking at.”

Color, material and finish (CMF) is integral to the guest experience as it allows customers to explore a wide range of colors, materials and finishes available for Genesis products. 

Signature scents, sounds and tea, exclusively created for Genesis spaces, contribute to the multi-sensory approach of the luxury brand, cultivating an environment that appeals to guests on a deeper emotional level. 
 

Stage 3: See Off 
 

The last stage is where the Son-nim is warmly seen off. Employees maintain a sense of connection with their customers until the very end by exchanging farewell greetings that promise future interactions. 

Once employees express their gratitude, check in on their Son-nim’s satisfaction and convey their willingness to keep in touch, they open the door for the leaving guest and politely bow, making sure their “head and back are in a straight line.” 

The last gesture on the guidebook: “Try not to turn back around immediately after farewell.”

Global Hospitality Training Sessions

The Genesis Hospitality Model is universally implemented across all Genesis spaces through the efforts of the Genesis Space Experience Design Team, which conducts training sessions for the brand’s employees, ensuring that every Son-nim is welcomed with the highest standard of hospitality. 

The sessions revolve around enhancing everyone’s “understanding of Genesis’ hospitality philosophy based on Korean sentiments,” stresses Hyeyun Claire Kim, the team’s head. 

This year, in-person training took place in Europe and Australia, with sessions in the United States, Canada, the Middle East and China scheduled for 2024. 

“It’s a process of contemplating and practicing how this philosophy can be applied at each stage of the customer experience journey,” Kim continues. “The Genesis Hospitality Model is more than just a set of guidelines. It’s about proactively exceeding our guests’ expectations with a genuine heart.” 

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.

Over the years, Genesis has enhanced numerous prestigious venues with its luxury vehicles, escorting world leaders and top celebrities down red carpets as they embarked on their historic journeys. In these pursuits, Genesis didn’t merely witness history; it actively molded it as a pioneering advocate for innovation, cooperation and a transformative future. 

At the forefront of the brand’s chauffeur sponsorships is the G90, renowned for its sophisticated aesthetics and spacious interior. 

Where Luxury Meets Technology 

Just as recently as early October, the G90 was among some 110 Genesis cars sponsored for the 28th Busan International Film Festival, Korea’s largest movie event held in the nation’s second biggest city, to chauffeur movie directors and actors. 

The flagship model, often dubbed the “CEO car,” comes equipped with a wide array of technological features that ensure the highest level of comfort. 

The rear seats of the G90 and G90 Long Wheel Base (LWB) version boast a reclining angle of 42 degrees and 45 degrees, respectively, allowing passengers to lie in a comfortable position for the entire car ride. When the footrest and leg rest are extended, an integrated structure ensures full-body support, guaranteeing the utmost comfort. The G90 also incorporates a massage function that alleviates passenger stress while on the move.

In the back of the front-row seats, there are touch screen monitors that come with Mood Curator, allowing passengers to select the music, lighting, curtain, massage functions and even scent of their liking based on four different modes: “vitality,” “delight,” “care” and “comfort.” Furthermore, passengers can tailor the settings to align with their unique seating preferences. 

The Preview Electronic Control Suspension (Preview ECS) system optimally controls the suspension based on road information obtained through front cameras and navigation data. 

Multi-Chamber Air Suspension enables the adjustment of air spring stiffness with three chambers, ensuring optimal ride comfort and driving stability, whether at regular speeds or in excess of 120 kilometers per hour. This works as the air volume in the front and rear chambers is fine-tuned depending on the selected driving mode. 

The synergy of these two suspension technologies is most effective when driving over speed bumps or rough terrain. The dampers and air springs, for instance, soften as the front and rear wheels approach a speed bump, causing the front end of the vehicle to rise by 10 millimeters when the car is about 100 meters ahead of the speed bump. The dampers and air springs firm back up as the wheels descend, minimizing vibrations.

As with sound, the G90 is outfitted with a Bang & Olufsen audio system that provides an unparalleled audio experience fit for its chauffeur-driven passengers. It’s also the world’s first vehicle equipped with Virtual Venues, a virtual 3D surround sound system that can simulate the sound field characteristics of famous theaters to create an environment of vivid sounds, such as the Boston Symphony Hall. 

The speaker system comes equipped with Active Road Noise Control (ANC-R), which emits counteracting sound waves through the speakers to effectively reduce road-generated noise. This feature complements the extensive use of sound-absorbing materials in critical areas of the vehicle. 

Setting the Green Standard at G20 Bali

Other than the G90, 44 units of an exclusively produced extended wheelbase version of the Electrified G80 were supported for the G20 Summit held in Bali, Indonesia in November 2022, backing the Summit’s focus on energy security and the transition to lower carbon energy systems. 

These extended wheelbase models were part of a larger Hyundai Motor fleet of 393 electric vehicles sponsored for the event, including 87 Electrified G80 models. The Electrified G80 extended wheelbase cars were set aside as official VIP vehicles, while the Electrified G80 cars were used mainly for protocol, security and rescue. 

Disclaimer: Specifications may vary depending on region. Please contact your local Genesis retailer for more information.