Genesis, the luxury vehicle division of Hyundai Motor Group, has unveiled plans to establish a state-of-the-art design studio in El Segundo, California, set to commence operations in the first quarter of 2025. This strategic move underscores the brand's dedication to innovation and creativity as it approaches its 10th anniversary.
The forthcoming Genesis Design California will encompass 80,000 square feet and house a team of 45 professionals. The studio's design aims to create a serene environment that contrasts with the bustling external world, integrating natural elements and light to foster creativity. Key features include a modern tea platform inspired by Korean heritage, a colors and materials studio, a clay modeling workshop, and a digital design lab. Additionally, the facility will offer a library for research and reflection, open workspaces with collaborative areas, and flexible seating arrangements.
Luc Donckerwolke, Chief Creative Officer of Genesis, commented, "Genesis is a leader in automotive design. We take pride in always innovating and looking for inspiration in our everyday lives. The climate, cultural arts, and automotive scene in Los Angeles offered us the possibility to create a dynamic and attractive work experience by integrating nature and light into the work and creative spaces."
This initiative reflects Genesis's commitment to delivering top-tier design, safety, performance, and innovation while focusing on sustainability. By drawing from its cultural roots and Korean hospitality, Genesis aims to craft unique customer experiences. The brand offers a range of award-winning SUVs, sedans, and electric vehicles through its network of over 220 independent U.S. retailers.
