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

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

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

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

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

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

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

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

MONTEREY, Calif., Aug. 22, 2022 — Genesis revealed the Genesis X Speedium Coupe’s interior at the Pebble Beach Concours d’Elegance, continuing the design evolution of the Grand Tourer concept. 

The Pebble Beach Concours d’Elegance is an automotive event held in August each year on the Pebble Beach Golf Links in California. Considered the most prestigious event of its kind, it is the grand finale of Monterey Car Week. 

Exceptional design and performance have set Genesis vehicles apart since the brand’s inception. In pursuing its new vision for electrification, Genesis has put forward its unique design language to amplify the fun aspect of the driving experience. Born out of a “freestyle” design exercise, the X Speedium Coupe inherits the brand’s signature Athletic Elegance in an even more progressive way. 

The X Speedium Coupe concept made its debut in April at Genesis House New York. First shown as an exterior model, its interior design was developed over the past five months by the Genesis design group. 

“The X Speedium Coupe was conceived as an internal design exercise that we later decided to reveal publicly. It was nothing more than a hard model built on our Athletic Elegance design identity,” said Genesis Chief Creative Officer Luc Donckerwolke. “Given the positive reception it received at the event, we chose to complete the concept and present it to discerning attendees at the Pebble Beach Concours. The interior captures the Genesis brand’s “Beauty of White Space” design ethos, which suits various luxury lifestyles and adds to the appeal of the dynamic GT.” 

Exterior Styling that Embodies Genesis’ Timeless Design Identity 

The Genesis X Speedium Coupe’s most eye-catching exterior feature is the extended full-width lamps that reinterpret the Crest Grille. This detail carries the brand’s signature look into the electrification era while symbolizing Genesis’ transformation to a pure electric car brand. 

The shape of the body resembles an hourglass when viewed from above. The curvaceous form accentuates the wheel arches and creates a muscular presence. From the side, the Parabolic Line extends from the front to the rear. The deliberate “anti-wedge” profile gives the car a relaxed attitude, which is balanced by tension between convex and concave surfaces. The elliptical tail and V-shaped brake light combine to create a striking contrast at the rear. 

Named after Korea’s famed Inje Speedium race circuit, the X Speedium Coupe embodies Genesis designers’ passion for motorsports. The car’s metallic emerald hue, Inje Green, is named after the mountainous landscape that surrounds the racetrack. It completes the image of a classic car that personifies dynamism, speed, and timeless elegance. 

A Driver-Oriented Layout and UI Concept 

The interior of the Genesis X Speedium Coupe leverages a classic Korean design principle known as “the Beauty of White Space.” Inspired by Korean architecture, this aligns closely with the ideology of reductive design and is expressed through a minimalist and pure form language punctuated by strong design elements. 

The asymmetric, driver-oriented layout is a continuation of the theme found on Genesis’ more recent concept cars, in which all the control systems and displays surround the driver. The instrument panel and floating center console wrap around the driver cockpit, amplifying the driving experience in the era of electrification. 

This effect is further accentuated by the interior’s contrasting color palette, which clearly distinguishes the driver’s area from the passenger space. The driver’s seating area is set in Pinegrove Green, which perfectly complements the Inje Green exterior. The contrasting Monterey Gold around the driver’s seat—a color inspired by the scenery along the Northern California coast—alludes to the yellow flowers and golden sand found in the region. 

In addition, Genesis is exploring the future of audio experiences through a new sound architecture, which blends technology and art while highlighting the brand’s attention to detail. In collaboration with sound mater Guk-il Yu, the head of Metal Sound Design—a company that specializes in high-performance speakers—the X Speedium Coupe features strategically-placed speakers to fill the interior with rich sound. 

Tweeters, midrange speakers, woofers and subwoofer are strategically positioned to provide the finest staging sound experience. The aluminum tweeters, which emit high-pitched sounds, were flawlessly crafted with a precision milling method to optimize acoustic performance. 

The driver-focused cockpit has a curved OLED display that visualizes the heritage of high-performance cars. The cluster’s GUI includes a center-mounted motor output indicator designed in a “newtro” style, which is a stark contrast to the RPM gauges found in ICE models. The vertical display on the right side of the driver’s seat features an integrated touch display with an optimized UI design. The display includes the start button as well as the multimedia and vehicle control functions. 

Craftsmanship that Lives in the Details 

The X Speedium Coupe’s cargo area features X straps on top of the loading space, a detail inspired by the brand’s unique G-Matrix Pattern that underlines the dynamic coupe experience. This design feature was derived from the Genesis Mint Concept. 

Another noteworthy detail is the leather—the material itself as well as its application. The quilted pattern on the leather seats and the door trim gives the impression of a classic sports car. Meanwhile, the steering wheel features cut-off leather that were salvaged from repurposed car seat materials and woven together. 

Two types of leather were used in the interior: vegetable-tanned leather and an innovative new breathable grain leather. The vegetable-tanned leather is treated with plant-derived substances—such as citrus fruits and mimosa—and processed without chromium. Compared to ordinary leather, the breathable grain leather used in the upper part of the cabin requires less water and lower levels of chemicals to manufacture. The threads used in the finishing process are made from repurposed plastic, adding to the material’s durability and water resistance factors. 

About Genesis’ History with Monterey Car Week 

Monterey Car Week is held in and around Monterey County every year and features nearly 30 different events including car shows, races, and auctions. The automotive week concludes with the flagship event, the Pebble Beach Concours d’Elegance, which is at its 71st edition this year. Genesis has been participating in the Concours d’Elegance annually since its brand launch in 2015. The brand has showcased a series of concept cars throughout the years to present futuristic designs with unique elements only Genesis can bring to life: Vision G Concept (2015), New York Concept (2016), GV80 Concept (2017), Essentia (2018), Mint (2019), X Concept (2021).

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

Envisioning a new styling convention for the future 

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

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

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

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

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

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

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

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

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

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

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

Looking ahead to electrification in the U.S. 

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

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

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

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

About Genesis House 

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

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

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

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

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