In September 2016, The Genesis Studio became the first Genesis showroom to introduce the luxury car worldwide, independently of the Hyundai name. Suh Architects was asked to create a venue that would introduce Genesis not only as a high-performing vehicle for a new design-savvy generation, but as the new direction of an innovative brand. Rather than compete with the language of automobile design, Suh Architects decided to frame the Genesis as a finely-crafted object of desire, using reflection to amplify its own seductive engineering.
Genesis made the strategic decision to locate its dealership within Starfield Hanam, a luxury shopping mall featuring the most current design-focused brands just outside of Seoul. This was the first instance in Korea of a high-profile car dealership placing itself along high-end fashion brands.
We began by eliminating a formal entry. Using three two-way tinted mirrors facing a central platform, the visitor is gripped by a 360 degree view of the latest Genesis model infinitely reflected within the wide retail space.
Glass cases of telescoping linear light are hung on exposed concrete, conjuring up more art installation than retail venue. A juxtaposition of raw materials and refined engineering characterizes the interior envelope throughout the showroom. To the left of the central platform, a lineup of original car doors hang from a wall on hinges like wings, designed for visitors to move freely. To the right, a lounge with a reflective wall-piece offers respite, welcoming shoppers to stroll in. A meeting room in back serves as a private living room to meet customers.
The Genesis Studio has become a prototype venue for Hyundai Motors, drawing both young design enthusiasts and mature automobile connoisseurs to its showroom by straddling the realms of contemporary art, engineering and retail—aspects embodied in the state of the art automobile it introduces.