Genesis, Hyundai’s luxury arm has opened a new, state-of-the-art Design Studio in California. This new space, a 7,432 m² creative hub in El Segundo, Los Angeles, will also play an important role in what the South Korean automaker’s future models will look like. If you’ve watched Genesis evolve from a luxury badge to a full-fledged global powerhouse over the past decade, this marks a pivotal moment for the brand.
In a decade, the brand has gone from concept sketches to cars like the flagship G90 sedan and full-size GV80 SUV, several stunning concepts and an upcoming hyper-class endurance racer, widely praised for its design that combines Korean minimalism with global appeal. Now this studio is bringing that mission to the United States.
“Genesis Design California integrates our team directly into the US market, ensuring we design vehicles that truly resonate with North American customers. The investment in this facility and the jobs it creates are emblematic of our long-term commitment to North America.” – José Muñoz, president and CEO of Genesis.
Inside, the facility is home to 45 designers, modelers and digital artists working on production cars, future mobility concepts and even air mobility and robotics projects. Together with the studios in Seoul and Frankfurt, the new location completes a 24-hour global workflow where creativity never stops.
The building itself reflects the philosophy of Genesis. Soothing and large open spaces lined with soft acoustic felt, outdoor areas inspired by Korean gardens and a modern tea platform that nods to the brand’s heritage. There is a laboratory for clay modeling and 3D printing, a CMF studio for color and materials, and open collaboration zones that make creativity a constant process.
“At Genesis, design is brand and brand is design. Genesis Design California is the embodiment of this. It embraces our distinctly Korean identity and creates a space that inspires creativity. I can’t wait to see that inspiration come to life in the team’s work.” – Luc Donckerwolke (formerly at Lamborghini), Chief Creative Officer of Genesis.
With the El Segundo studio up and running, Genesis is positioned to shape its next generation of cars with a sharper focus, a stronger identity and the best design talent California has to offer. For Genesis, this investment is about its long-term future and commitment to North America. However, California was a conscious choice, as the region is one of the few global epicenters for auto-creativity.
Major automakers like GM, BMW, Mercedes-Benz, Volkswagen, Acura, Mazda, Toyota and several others have long been present, with their own design centers, all to stay close to innovation and cultural trends that start in Southern California before they impact the rest of the world.
Also, just down the road from El Segundo is Pasadena, where you have the Art Center College of Design, a world-renowned institution that has been producing some of the most influential automotive designers for decades. For Genesis, it also means access to top talent, collaboration opportunities and a steady stream of fresh ideas from the next generation of designers.
Images: Genesis
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