Genesis Launches Innovative Design Studio in California

Luxury automaker Genesis has unveiled its new design studio in El Segundo, California, marking a significant expansion of its global design operations. This state-of-the-art facility serves as the brand’s third design center, complementing its existing studios in Seoul and Frankfurt. The California studio aims to align the automaker more closely with the tastes and preferences of North American consumers, a market that has become crucial for Genesis.

The opening of Genesis Design California enhances the brand’s global design capabilities by allowing teams in different time zones to work continuously. As the Korean team wraps up its day at 17:00, the German studio begins its operations, followed by the California team, ensuring a seamless 24-hour design cycle.

José Muñoz, President and CEO of Genesis, emphasized the importance of this new facility, stating, “Genesis Design California embeds our team directly in the U.S. market, ensuring we design vehicles that truly resonate with North American customers.” The studio is part of a broader strategy, with 90 new Genesis dealerships slated to open across Canada and the United States in 2025.

Design Philosophy and Facilities

Genesis Design California spans 80,000 square feet and features an open, airy layout that encourages creativity. The design space is not traditional; it reflects a flat hierarchical structure that fosters collaboration among the 45 employees. Inspired by Korean aesthetics, the studio incorporates natural materials, wood accents, and abundant greenery to create a calming environment, distinct from the hustle of nearby Los Angeles highways.

Visitors are welcomed by a striking purple Genesis X Gran Coupe concept, which sets the tone for the innovative spirit within the studio. The facility includes dedicated areas for various creative processes, such as a clay modeling and 3D printing workshop, a digital design lab, and a library for research and discussion. The courtyard, inspired by traditional Korean gardens, serves as a tranquil heart for the team.

Collaboration and Competition Among Studios

Genesis Design California operates within a unique dynamic among the three global design studios. Each studio competes to submit designs to headquarters, where one design is chosen for development. The other two studios then collaborate with the winning team to bring the selected design to fruition. According to Luc Donckerwolke, Chief Creative Officer, this blend of competition and collaboration drives innovation, stating, “At Genesis, design is brand and brand is design.”

The studio is also home to a host of creative features, including a playful integration of a Genesis G70 differential as a door opener in the modeling shop. This whimsical touch reflects the studio’s commitment to both functionality and creativity.

As Genesis celebrates its 10th anniversary next month, the company has sold over one million vehicles since its inception. The introduction of the California design studio represents a pivotal step in its ongoing commitment to the North American market and the evolution of its brand identity.

The non-stop creative cycle initiated by the new studio promises to yield exciting developments in future Genesis vehicles. The automotive community eagerly anticipates how this innovative environment will influence the design and functionality of upcoming models.