The structure is stunning—crafted by the illustrious Dutch architect, Rem Koolhaas. It exudes a sense of intrigue—a sleek masterpiece of concrete and glass—and radiates elegance, devoid of the typical visual chaos found in most car showrooms. However, its primary purpose is not to function solely as a dealership. It serves as a sophisticated showroom strategically located at the core of Seoul’s affluent Gangnam District to showcase the newly independent Genesis brand, the luxurious offshoot of the Korean global giant Hyundai. Its main aim is to introduce inquisitive car buyers to the brand and subsequently direct them to dealers if they express interest.
This initial interaction is discreet, barely hinting at its automotive nature from the street. Adorned with a logo on the front and teasing glimpses of vehicles—a hint of a fender here, a peek at a taillight there—visible between the stark concrete walls that partition the interior space. Inside, a display of the brand’s three current models—the G90 (also known as the EQ900 in Korea), the G80, and the upcoming G70, set to debut in the U.S. later this year. Samples of leather and paint artfully dangle in a designated area, while a few subtly engraved phrases in stone reflect the essence of the brand.
Eric Adams
Upon closer inspection, a discreet digital interface hidden within a retractable screen allows you to personalize your car preferences via a tablet interface. This customization can be sent to you via email and forwarded to an off-site dealer. Additionally, discreet representatives are on standby to engage with customers in private areas furnished with tables and chairs crafted from the same wood used in the cars, guiding them through the purchasing process. The approach is subtle and deliberately lacks any sales pressure.
Eric Adams
On the upper floor, the same experience is replicated with the current models, which will evolve to include SUVs, crossovers, and sports cars in the Genesis lineup. Towards the rear, a modest starting point for test drives awaits, with your chosen model showcased in a garage-like setting behind mirrored doors that open to set you off on various test routes around Seoul. Additionally, visitors can engage with an augmented-reality app to explore the car, access the owner’s manual, and locate the oil dipstick.
Eric Adams
The Genesis Gangnam concept caters to those who appreciate discreet luxury over ostentatious displays when making significant purchases. Similar to contemporary luxury vehicles, the showroom evokes a sense of privacy, intimacy, and comfort, hinting at the underlying technology subtly in the background. Gone are the oversized engine displays or exhaustive lists of safety features; instead, the ambiance embodies understated elegance. This understated approach aligns with the cultural value of humility in Korea, where top brands may not always be overtly associated with the nation, and excessive boasting about product capabilities remains uncommon.
Eric Adams
Despite this, much like the cars themselves, technological elements subtly enhance the experience through features like the AR app, vehicle customizer, and the mere presence of the cars within the showroom.there at the lounge. Despite how the display area serves as a sanctuary free of mundane chatter concerning specifications and design variations, it is also undeniably an automotive Sanctuary of Joy, especially for those who crave the kind of contemporary garages that frequently grace the glossy monthly publications produced by top-tier automakers like Aston Martin, Porsche, and Bentley – albeit requiring a substantial seven-figure investment to recreate in one’s own abode.
Eric Adams
That being said, interwoven in the essence of this showcase is the challenge of a brand striving to establish itself from the ground up in a fiercely competitive arena of well-established luxury automakers.
“We are new and still within the phase of introducing ourselves,” explains Genesis brand leader Manfred Fitzgerald. “I’m realistic – we are merely eighteen months old with limited brand recognition at present. An exhibition like this is pivotal in shaping your identity. What embodies the core of this brand and what principles does it uphold?” He elaborates that the purpose of the showroom is to heighten that recognition and address such inquiries.
Eric Adams
Will a similar polished Gangnam showroom from Genesis find its way to the United States? Most likely, although not necessarily in an exact replica, Fitzgerald points out. “With the translucent design – we can carry on with that approach here,” he mentions. “However, we must adjust to local circumstances.”
Eric Adams
In essence, this suggests that an exported variation may not exude the identical ambiance as this showroom. While this may be disheartening, it is understandable since a more ostentatious presence might better serve the brand in the U.S. and other markets. Let’s hope that the essence remains predominantly authentic to the culture that nurtured it. That is, let the quality of the product speak for itself, and enable the brand (along with the space) to act as a refuge from the world outside, mirroring how the company’s vehicles aim to be.
