In Brief

This minimalist showroom in Seoul uses walls to offer only a hint of the vehicles on display

Hyundai’s premium brand Genesis opened its first company-owned flagship showroom in Seoul, South Korea. The two-story building was design by the Office for Metropolitan Architecture (OMA) led by Rem Koolhaas, the firm known for its longtime collaboration with Prada. The new Genesis showroom is located in the upscale Gangnam-Gu district of Seoul.

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The exterior of ‘Genesis Gangnam’ is a rather simple box wrapped in floor-to-ceiling windows. The minimalist facade incorporates only one detail: a notch for the Genesis logo. The vehicles are kept mostly hidden from view behind a collection of interior walls.

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The interior is designed to be more like a gallery, divided up with a series of freestanding concrete partition walls. The arrangement of the walls creates private areas for customer consultation and allows for the display of vehicles to be varied.

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The most visually striking feature of the space is the massive illuminated ceilings. These weren’t added just for drama. Outdoors, the sky typically illuminates cars outside and creates large reflections on their exterior surfaces that show off the form. The ceiling light panels in Genesis Gangnam are an attempt to replicate that effect and also mimic how cars are studio photographed with large light banks.

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The stark interior incorporates some sensory elements. Genesis programmed certain areas of the space with the brand’s scent and music collection.

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People looking for an on-the-road Genesis experience begin at the ‘Launch Bay.’ This is a single vehicle presentation room staged for test drives. Before departing, visitors can experience an AR/VR guided walk around and select their test drive route from one of five that surround Seoul.

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Genesis says the Gangnam flagship will inspire the look of other locations around the globe in the coming years.

Genesis

Hyundai’s premium brand Genesis opened its first company-owned flagship showroom in Seoul, South Korea. The two-story building was design by the Office for Metropolitan Architecture (OMA) led by Rem Koolhaas, the firm known for its longtime collaboration with Prada. The new Genesis showroom is located in the upscale Gangnam-Gu district of Seoul.

The exterior of ‘Genesis Gangnam’ is a rather simple box wrapped in floor-to-ceiling windows. The minimalist facade incorporates only one detail: a notch for the Genesis logo. The vehicles are kept mostly hidden from view behind a collection of interior walls.