Genesis Opens New Design Studio In SoCal

Genesis - which is celebrating its 10th anniversary this year -  is unveiling a new state-of-art design studio in California.  The 80,000-square-foot space is located in El Segundo outside Los Angeles.  It's the automakers first design studio in the U.S. - with the other two being in Seoul and Frankfurt, Germany. 

Genesis Design California will be home to 45 team members who until now have shared Hyundai office space. While they will collaborate with Genesis' global design teams, designers will be focused on creating vehicles that resonate with North American consumers. They'll also be working on a wide variety of design projects, from production and advanced automotive projects to explorations in air mobility, robotics, and cutting-edge CMF trend research.  Genesis says the team will also develop virtual imagery and films to support product storytelling.

Photo: Genesis USA/Facebook.

"Genesis Design California embeds our team directly in the U.S. market, ensuring we design vehicles that truly resonate with North American customers,” said José Muñoz, president & CEO of Genesis. “The investment in this facility and the jobs it is creating are emblematic of our long-term commitment to North America. In just 10 short years, Genesis has created an innovative design identity tied directly to its Korean cultural heritage. This studio will play a central role in shaping generations of new products that deepen the emotional connection between our brand and the customers we serve."

Photo: Genesis USA/Facebook.

The space itself is influenced by Genesis' Korean roots with outdoor spaces and lounge areas inspired by traditional Korean gardens - with, of course, the outdoor aesthetic of Southern California.

“At Genesis, design is brand and brand is design,” said Luc Donckerwolke, Chief Creative Officer of Genesis. “Genesis Design California is the embodiment of this. It embraces our distinctly Korean identity creating a space that inspires creativity. I cannot wait to see that inspiration come to life in the team’s work.”

The studio will house a colors, materials and finishes studio, clay modeling & 3D printing workshop, digital design lab and more.

Unlike Genesis House in New York with a restaurant, showroom and library. the California design studio is strictly a work facility and not open for public tours.

Photo:  Genesis USA.