Since debuting in 2015, Genesis has emerged as a globally recognized luxury automotive brand competing with the industry’s premium electric vehicle makers. Morphosis partnered with the company to bring their signature brand, styling, and seamless customer experience model to the design of new Electric Vehicle Charging (EVC) Stations throughout the world.
The new EVC Stations encompass a range of exterior and interior permutations, which interpret Genesis’ core design identity of “Athletic Elegance” while responding to different climates and site conditions. The exterior EVC Stations are designed to be instantly recognizable within an urban environment, defined by canopies with a continuous LED edge and a weightless, slender profile that evokes the distinctive Genesis wing emblem. On the underside of the canopy, a modular insert provides for different functions specific to each EVC site, ranging from site lighting, a heating element, a display screen, or sun louvers. The exterior EVC Stations are designed in three different form factors to accommodate different site parameters and number of charging units, with sites including the Genesis flagship locations in Suji and Gangnam. To create unity across the unique existing conditions at each interior EVC Station, we introduced a set of recognizable surfaces and forms identifying the charging locations. For vertical surfaces, a wall display conceals the required infrastructure for the charging units and provides a visible and clear branding wall; floor surfaces feature an epoxy-coated directional branding emblem that denotes each interior EVC Station.