SEOUL, South Korea, April 24, 2022 — Genesis announced Monday that the Genesis G90, the brand’s flagship sedan, won the prestigious Red Dot Design award this year in the Cars and Motorcycles category within Product Design discipline.
 

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

As the brand’s flagship model, the G90 features the most refined interpretation of its signature Athletic Elegance design identity. The Crest Grille, the sleek Two-Line headlamps and the Clamshell Hood — which seamlessly combines the hood and fenders in a single panel, eliminating gaps — come together to give the exterior an upscale, sophisticated look.
 

The interior of the G90 truly illustrates the minimalist principle that Genesis calls the ‘Beauty of White Space.’ The design team expertly harmonized the cutting-edge technology with luxurious details that satisfy analog sensitivities.
 

Since its launch in 2015, Genesis has steadily positioned itself as both a luxury automotive brand and a lifestyle brand that communicates a distinctly Korean ethos. Its strengths go beyond products — they extend to customer experiences as well.
 

The brand has won numerous design awards, including past Red Dot Design awards. Last year, Genesis Suji, Genesis Anseong and Genesis House New York each received a Red Dot Design award for Retail Design, and an art installation inspired by the GV60 electric vehicle won in Spatial Communication.

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

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

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

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

Brand Spaces That Resonate with Customers 

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

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

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

Blending Brand and Culture 

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

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

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

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

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

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

Spatial Communication Campaign 

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

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

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

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

Red Dot, established in 1955 and organized every year by Design Zentrum Nordrhein Westfalen in Germany, is among the world’s most renowned design competitions alongside iF and IDEA. Each year, Red Dot awards are bestowed in three disciplines: product design, brands and communication design, and design concept. 

The Genesis GV60 embodies the brand’s vision for electrification and its design philosophy of Athletic Elegance with the signature Two Lines. The Two-Line headlamps perfectly complement the car’s refined yet voluminous body, with the clamshell hood adding sleekness. The body surfacing is seamless and minimalistic, yet the sculpted curves and wide stance give the vehicle a muscular look. The coupé silhouette, streamlined from the hood to the spoiler, solidifies a more athletic profile with a short overhang and a long wheelbase measuring 2,900 millimeters. 

The spacious and comfortable interior exemplifies Genesis’ design ethos, called the Beauty of White Space, and innovative technologies reinforce the vehicle’s allure. The Crystal Sphere is one of its most compelling design elements — not only is it aesthetically beautiful, but it also helps the driver bond with the car by creating an atmosphere of futuristic mobility. When the GV60 is turned off, the Crystal Sphere activates the mood lights. When it’s ready to drive, the sphere rotates, and the Shift-By-Wire (SBW) system appears. 

“The GV60 is a significant model for Genesis,” said a Genesis spokesperson. “It’s the first vehicle reflecting the vision for electrification that we announced last year. It showcases the elegance of Genesis in its own way — the blending of art and technology into the epitome of a high-tech global luxury experience for our customers. Today’s award is the fruit of the passion and dedication of our designers and engineers, of their determination to make a dream come true.” 

Genesis has been recognized with numerous Red Dot awards over the years. Most recently, in 2021, the Genesis X Concept car earned “best of the best” honors in the design concept category. My Genesis App was designated as a winner in the brands and communication category. In 2020, Genesis took away four Red Dot awards for interface, retail and spatial communication design.

SEOUL, Oct. 21, 2021 — Genesis announced today that its electric concept car, the Genesis X Concept, won a Red Dot: Best of the Best award in the Mobility and Transportation segment of the Design Concept category at the 2021 Red Dot Design Awards, hosted by Design Zentrum Nordrhein Westfalen in Germany. 

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

This year’s awards saw a total of 4,110 entries from 49 countries submitted for consideration in the Design Concept category. Among them, a total of 61 Best of the Bests and 259 Winners were selected after a comprehensive evaluation process that covered innovation, feasibility, and functionality. 

Unveiled in March of this year, the Genesis X Concept received the awards’ coveted ‘Best of the Best’ distinction, once again proving the competitiveness of Genesis design on the global stage. 

“The aristocratic elegance of the Genesis X Concept exudes harmony, combining sculpture-like beauty with athletic proportions. Our intention was to also demonstrate our vision with our automotive passion.” said the Chief Creative Officer of Genesis, Luc Donckerwolke. 

“As a Genesis brand icon, it is quintessential luxury GT design. The iconic Two Lines brand signature and the Athletic Elegance, the essence of Genesis design philosophy, combine to convey our passion experienced only in a Genesis. It is our design dream team, who put their passion and heart into this project and also our modelers and engineers who made this dream come true.” said SangYup Lee, Global Head of Genesis Design. 

The Genesis X Concept is an electric vehicle-based GT (Gran Turismo) concept car that applies Genesis’ core design element, the Two Lines, to present a vision for future electric vehicle designs. The Two Lines design is applied to the concept car’s electric charging port as well as many aspects of its interior and exterior, indicating the direction that future electric vehicle designs could be headed. 

The front of the Genesis X Concept is low and wide, creating a strong impression thanks to the combination of a shield-shaped Crest Grille, Two Lines headlights that cut through the wheel arches, and double layered bumpers. The iconic Two-Line Quad Lamps exemplify the best of Genesis’ leading designs and technologies. 

The Genesis X Concept’s interior features a driver-oriented, cockpit-inspired design in which all operating systems and displays surround the driver, and which emphasizes the Beauty of White Space – an aesthetic philosophy that is uniquely Korean. 

The Genesis X Concept also presents Genesis' unique and fresh perspective on sustainable luxury car designs. The Genesis X Concept also features an interior that has been accented with upcycled materials. The design emphasizes eco-friendliness by incorporating a new material with a weave-patterned fabric in parts of the seat belts, steering wheel, and airbag covers that is made up of leftover pieces of leather from the vehicle production process. 

However, this is not the first time that the Genesis brand has been honored with a Red Dot Award this year. In August, MY GENESIS, a personalized mobile service application for smart vehicle management, was named a Winner in the awards’ Brand & Communication Design category.

Interface Design 

Genesis took home a win in Interface & User Experience Design for its ‘Copper Design’ Infotainment System featured on the all-new G80 and GV80. This marks the brand’s first win in such a category following a years-long development effort and all-new system aimed to give users an unparalleled and seamless experience. 

The Genesis Infotainment System’s ‘Copper Design’ provides optimized visibility and usability while driving, using a sophisticated theme that reflects the brand’s luxury identity. Augmented Reality-based navigation, Car Pay, Valet Mode and Home-to-Car communications also utilize the theme for a consistent user experience. The system also provides wireless updates for customers’ continued satisfaction. The system was introduced on GV80 and G80 this year to great acclaim and customer satisfaction. 

Retail Design 

Genesis also won in the Retail Design – Showroom category for its brand experience center, Genesis Studio Hanam. Opened in 2016, Genesis Studio Hanam is designed as an open space devoid of purchase pressure, altogether different from existing car showrooms. It has succeeded as an innovative platform to host special exhibitions, new model presentations and concept car debuts. 

Spatial Communication – Light Installation and Event Design 

Additional awards were received for special exhibitions presented at Genesis Studio Hanam for the G90 and the Mint Concept within Red Dot Awards’ ‘Spatial Communication - Light installations (The G90) and Event Design (The Mint Concept)’ category. 

The new G90, the brand’s luxury flagship sedan launched in 2019 and was exhibited in Genesis Hanam in the “Complete Your Style: G90” display, an interactive media art installation. Genesis designed the space in such a way that encourages audiences’ active participation. When a visitor stepped into the specially built zone in the center of the studio, the surrounding walls of the zone immediately turned into a particular color of the person’s outfit, which was automatically recognized by a sensor. 

The Mint concept, the battery-powered, two-door concept car premiered in New York in 2019, was also exhibited at Genesis Studio Hanam. At the Mint exhibition, Genesis set the stage in such a way that deliberately highlighted the vehicle size. The stage where the vehicle was parked and surrounded in black, gave off an industrial atmosphere to suit the image of a cool city car. The video projection on the walls–which played clips from the global media debut of the Mint Concept held in the Hudson Yards in New York-featured a fashion show with runway models clad in designer clothes, along with contemporary choreographers and DJs engaged in a unique performance before the main showcase. The exhibition invited the visitors to take souvenir photographs of themselves next to the vehicle and encouraged them to simultaneously view their images on a display panel located in the studio. 

Launched in 1955, the Red Dot Awards, along with the iF and IDEA Design, are considered the world's top three design competitions. Design Zentrum Nordrhein Westfalen in Germany hosts the awards every year, judging entries for Product Design, Brand & Communication, and Design Concept.

“We are honored to be selected by the esteemed Red Dot Design panel for Genesis Gangnam and the Genesis Sound, which are only the initial steps for our full design transformation,” said Manfred Fitzgerald, Executive Vice President and Global Head of the Genesis Brand. “Genesis design, in all its forms, will continue to pave the way forward.” 

Genesis Gangnam, designed by Office for Metropolitan Architecture (OMA) led by Rem Koolhaas, is the Genesis brand’s new independent facility designed to provide a complete experience in all facets of the brand and product. It opened to the public in January 2017. 

Inspired by the traditional beats and sound of the Korean Jangu-drum, Genesis Sound translates the Genesis brand personality, dubbed “Quietly Iconic,” into an auditory and visual experience. Focusing on the touch points of the automotive life cycle—from showroom and brand event space sounds to the expression of sound while driving—the gentle, confident Genesis Sound radiates an atmospheric presence filling the empty spaces between the notes. 

The Red Dot jury is composed of 40 international experts in design. Designers, agencies and companies from 45 countries took part in this year’s competition, which received more than 8,600 entries.