Prada Store Architects Design Car Showroom For The Genesis Brand

Prada Store Architects Design Car Showroom For The Genesis Brand
Automotive

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

Dave Pinter, PSFK
  • 9 january 2018

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.

genesis_showroom_seoul_oma_rem_koolhaas_1.jpg
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.

genesis_showroom_seoul_oma_rem_koolhaas_3.jpg
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.

genesis_showroom_seoul_oma_rem_koolhaas_6.jpg
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.

genesis_showroom_seoul_oma_rem_koolhaas_5.jpg
The stark interior incorporates some sensory elements. Genesis programmed certain areas of the space with the brand’s scent and music collection.

genesis_showroom_seoul_oma_rem_koolhaas_7.jpg
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.

genesis_showroom_seoul_oma_rem_koolhaas_4.jpg
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.

+Architecture
+Asia
+Automotive
+Design
+Fashion
+Luxury
+retail
+seoul
+South Korea
+technology
+work

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.