Luxury automaker Genesis opens urban oasis in New York’s Meatpacking District

Genesis, the luxury arm of Korean auto giant Hyundai, is transferring its design principles from assembly lines from Seoul to an architectural masterpiece in Manhattan. The company is unveiling the Genesis House New York, which will open to the public from November 19.

“The Genesis House is focused on telling the story of our luxury lifestyle brand and its distinctively Korean culture,” said Jay Chang, Global Brand Manager, Genesis. He says the experiential site will serve as a “place of fun and healing” from the hectic life of New York City.

The Genesis house was not designed just for car enthusiasts. From an on-site library curated by Assouline to a Michelin-starred restaurant, the Genesis House has been designed as an urban sanctuary for lovers of art, design, cuisine and even literature.

“Genesis House is not just a showroom,” Chang says. “It’s a sophisticated oasis… It will show the world who we are as a brand: bold, progressive and distinctly Korean. Chang says the building will incorporate these three values, but the emphasis on Korean heritage will differentiate it from experimental showrooms launched by other automakers, such as The Rivian center in Venice, California, and the Nissan Pavilion in Bristow, Virginia (which has since been converted to an amphitheater).

Designed by Suh Architects, a Seoul-based architectural firm and interior design studio, Genesis House is a sprawling 45,000 square foot space. When it comes to its car models, Genesis is known to take design risks without compromising on elegance. The company brought the same sober aesthetic to the contemporary and industrial structure. But the materials that have been selected to bring elements of nature are the most memorable, like the oak beams and shingles inspired by the roof of a traditional Korean palace.

“We have designed an emotional sensory experience that embodies Korean aesthetics and hospitality,” Chang continues. “We welcome our customers as if they were guests, called ‘Son nim,’ in our house.

Visitors are invited to observe all the architectural touches. It starts at the facade, with metal mesh curtains draped over various car models. “A shimmering wall of translucent copper envelops the Genesis House at street level, drawing visitors inside while showcasing the sleek silhouettes of our vehicles,” Chang explains. Once inside, the machines are displayed full screen in the showroom.

The second floor is an expanse of Korean culture that includes a boutique, tea pavilion, and library of special edition books hand-picked by publisher LVMH Assouline. Said Chang, “The essence of Korea is communicated discreetly in the way the space is organized.”

When it comes to dining, Onjium, a Michelin-starred restaurant and cultural institute in Seoul, is reinventing the historic dishes of Korean cuisine from the Royal Court. Chang says. “A place where you enjoy carefully prepared, healthy food filled with seasonal energy and fermenting flavors.”

The Genesis House continues to the exterior with a 9,500 square foot deck, with a Maru Platform (in Korean for “top of the mountain”) offering a view of the High Line, the Hudson River and the city beyond.

But to really bring the spirit of Son nim to life, the company has equipped the space with Genesis House Curators which will welcome guests by reservation. Specially trained concierges are responsible for guiding customers through the latest Genesis models. They are also there to promote the brand’s mission of a “shared oasis” and an experience that is as much cultural as commercial.

Chang says, “Our ambition is to deliver unique and inspiring experiences that are constantly evolving to not only fit in with the Genesis brand, but also to encourage rejuvenation and a sense of community. “

About Margaret L. Portillo

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