Genesis Opens Dedicated Design Studio in California
Genesis, celebrating a decade as a standalone luxury marque, has inaugurated its state-of-the-art Genesis Design California studio in El Segundo, near Los Angeles. This strategic move signifies the brand's commitment to innovation and design excellence.
The expansive 80,000-square-foot facility distinguishes itself by focusing solely on Genesis designs, operating independently from the broader Hyundai Motor Group's design center. This dedicated space will foster collaboration among 45 designers across all creative stages, playing a vital role in shaping Genesis' next generation of vehicles.
The studio's design prioritizes an inspiring environment, featuring abundant natural light, open layouts, indoor botanical gardens, and warm wood finishes. This deliberate approach aims to stimulate creativity and foster a sense of focus among the design team.
The new studio is envisioned as a central hub for diverse creative endeavors, ranging from production vehicle design and advanced concepts to explorations in emerging technologies such as air mobility, robotics, and specialized work in color, materials, and finishes. Furthermore, the studio will produce visual assets, including virtual imagery and films, to enhance the Genesis brand narrative through compelling storytelling.
John Krsteski, senior chief designer for Genesis North America, emphasizes the rarity and importance of such a dedicated space, highlighting its design to encourage movement and environmental change, fostering a more dynamic creative process.
Genesis Design California joins existing design hubs in Seoul, South Korea, and Frankfurt, Germany. The Southern California location was strategically chosen for its proximity to Genesis' North American headquarters and its favorable weather conditions. The studio leverages the region's abundant sunlight to allow designers to evaluate vehicles under natural lighting conditions and against real-world backgrounds.
Luc Donckerwolke, chief creative officer of Genesis, notes the importance of reflecting the local environment in the studio's design, leveraging the weather and light to promote transparency and openness.
The California studio will be instrumental in developing ideas for future Genesis models, including projects for the recently announced Magma sub-brand, which will concentrate on high-performance vehicles.
This expansion aligns with Hyundai Motor Group's significant $26 billion investment in the United States over the next four years. This investment encompasses the establishment of a robotics innovation hub and a new steel plant in Louisiana, supporting the operations of its Metaplant in Georgia. This strategic localization of supply chains and manufacturing capabilities in the U.S. aims to mitigate potential tariff impacts.
