Genesis Opens Massive New Studio for Designers

Korean luxury car brand Genesis is doubling down on one of its core strengths by opening a spectacular-looking new design studio in Los Angeles. Dubbed Genesis Design California, the new space located in El Segundo will span 80,000 square feet and house a team of 45, all of whom are dedicated to making future of Genesis look and feel spectacular just as wonderful as its past. Staff will include various designers, including highly-skilled clay modellers as well as colour, trim and material designers.

The new studio will also be open to the public for special events and occasionally even fine dining. The building’s upper-level patio looks like it was built to impress VIPs.

“Genesis is a leader in automotive design,” said Luc Donckerwolke, the company’s chief creative officer.

He’s not wrong. Key to the rapid ascent of (relatively young) Korean luxury brand has been its unwavering focus on good design. The company consistently manages to create cars and SUVs that walk the fine line between being both highly original and broadly appealing. If you think that’s easy, just look at all the other cars — even those from rival luxury brands — whose designs are, well, “challenging” would be a charitable description.

“We take pride in always innovating and looking for inspiration in our everyday lives,” Donckerwolke added. “The climate, cultural arts and automotive scene in Los Angeles offered us the possibility to create a dynamic and attractive work experience by integrating nature and light into the work and creative spaces.”

Elsewhere on the new campus will be a cutting-edge digital design lab, a library for the designers to do research and find inspiration, an open workshop space for collaboration, as well as private offices enclosed in soft acoustic felt which Genesis says will promote a “calming experience.” In other words, it sounds like every designer’s dream office.

The space will also feature a tea platform in the lobby space, inspired by the brand’s Korean heritage. Outside, however, the park space and lounge areas take inspiration from the outdoorsy aesthetic of SoCal. All that abundant natural light will no doubt help designers judge their creations.

It’s a spectacular looking space, which we can’t wait to visit, and one befitting of the talents of Genesis’ design team. It’s not just Donckerwolke — who is a legend in the car design world at this point — but also to SangYup Lee, Global Head of Design for Genesis. Lee shapes all aspects of Genesis vehicles, from initial concept and strategy through to execution. Prior to joining Genesis, Lee worked with Donckerwolke at Bentley, where the pair penned such game-changing models as the Bentayga SUV and the delicious Bentley EXP 10 Speed 6 Concept.

As Lee previously told SHARP Magazine, “Luxury cars are expensive. Luxury customers [have] money, but they’re not stupid. In my experience, especially [at] Bentley, customers only paid when there’s something of value.” 

“Originality is so important,” he continued. When you go to Chanel, you see underneath the sign it says ‘Paris’ or for Burberry, ‘London.’ For us, we want to be distinctly Korean, because we’re the only [Korean luxury-car maker],” Lee explains. If you’ve visited Seoul recently, you’ll know it’s a global city, dotted with avant-garde Michelin-starred restaurants alongside traditional tea houses. It’s a place where global influences mingle with local culture. “[My] source of creativity is this diversity; you have a plus and a minus and there’s always tension in between,” said Lee. And, what better way to bring diversity to the brand’s design ethos than to open this new outpost in California.

One final note here to quell any confusion: this new design studio is not to be confused with the brand’s Genesis Studios. Those places — like the one in Hanam, Korea and Hudson Yards, New York — are places for customers to spec their cars and appreciate the exceptional design work of the Genesis team.

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