Design Company Genesis to Launch in El Segundo, Southern California
Genesis Unveils New Design Studio in California
Genesis, the luxury automotive brand, is set to open a new design studio in El Segundo, California, early next year. This move marks a significant milestone for Genesis as it approaches its 10th anniversary.
The studio, named Genesis Design California, will span 80,000 square feet and employ 45 people. It will serve as a creative hub, combining innovation, design excellence, and cultural inspiration.
The studio's design aims to redefine the traditional office setting. Spacious, light-filled offices and conference rooms, as well as private areas enclosed in soft acoustic felt for moments of quiet focus, are part of the studio's design. Collaborative breakout areas and flexible seating in the open workspace further encourage collaboration.
Outdoor spaces modeled after Korean gardens and an upper-level patio for events and dining are also included in the studio's design. A tea platform inspired by Korean traditions adds a touch of cultural authenticity.
The studio features a cutting-edge digital design lab, where the team will work on crafting the brand’s innovative design language. This language, known as “Athletic Elegance,” integrates advanced materials, refined performance, and safety features that distinguish Genesis cars from Hyundai’s mainstream offerings.
The studio's location in California, a global trend and lifestyle hub, inspires design that resonates with diverse, dynamic markets. By blending Korean heritage with American cultural influences, the studio aims to create luxury vehicles appealing to an international audience.
Luc Donckerwolke, Genesis' Chief Creative Officer, made the announcement at a private event in Los Angeles. Donckerwolke, who has previously worked as design director for Bentley, Lamborghini, Škoda, and Audi under the Volkswagen Group umbrella, was awarded the title of "World Car Person of the Year" in 2022, recognizing his transformative impact on the industry.
The Genesis Design California studio is expected to be influenced by the climate, cultural arts, and automotive scene of Los Angeles. The studio's design, like the brand itself, is poised to make a bold statement in the luxury automotive industry.
Although specific programming at the California design center is not detailed, Genesis' broader engagement with arts and culture through philanthropic efforts in Southern California reflects the brand’s commitment to creativity and inspiration, which ultimately supports their design ethos.
This new studio is a testament to Genesis' global luxury ambitions. By innovating locally for the North American market and expanding into electric vehicle assembly in the U.S., Genesis is strengthening its footprint in the luxury segment through design differentiation and enhanced customer experiences. The Genesis Design California studio is a significant step in positioning Genesis as a distinctive luxury marque committed to innovation and design leadership.
- The Genesis Design California studio, located in California - a global hub for businesses, technology, and lifestyle - will strive to create luxury vehicles that appeal to an international audience, by blending Korean heritage with American cultural influences.
- In the digital design lab within the Genesis Design California studio, the team will work on refining the brand’s innovative design language, "Athletic Elegance", integrating advanced materials, performance, and safety features that set Genesis cars apart from mainstream offerings, aiming to make a bold statement in the luxury automotive industry.
