WHY AN AUTO BRAND LIKE GENESIS CREATES BESPOKE SCENTS

SEOUL, July 5, 2024 — There’s a world of wonder within a captivating scent, extending far beyond its aroma. It intertwines with memories and lingers with profound impact. 

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.