Genesis Opens Design Center in California, USA

Munoz: "A Hub for Developing Designs Tailored to North American Customers"

On October 10 (local time), Genesis announced that it had officially opened its dedicated design center, "Genesis Design California."

"Genesis Design California" is located in El Segundo, California, USA. The facility has one basement floor and two above-ground floors, with a total floor area of 7,471 square meters (approximately 2,260 pyeong). It is an advanced facility designed for a wide range of research and development (R&D) related to Genesis design, including vehicles, showrooms, sound, logos, and interfaces.

Genesis Design California will carry out a broad spectrum of creative projects, including not only mass production and advanced vehicle projects, but also advanced air mobility (AAM), robotics, research on the latest CMF (color, material, finish) trends, and the creation of virtual images and videos to support product storytelling.

Marking the 10th anniversary of the brand's launch, Genesis will establish an organic global collaboration system that enables 24-hour communication among Genesis Design California, the Genesis Design Center in Seoul, and the Genesis Design Studio in Frankfurt, Germany.

Jose Munoz, President and CEO of Hyundai Motor Company, stated, "'Genesis Design California' is a key hub that enables Genesis to develop designs that resonate more deeply with the preferences and sensibilities of local customers at the heart of the North American market." He added, "The opening of this new design center and the resulting job creation are symbolic examples of Genesis's long-term commitment to the North American market."

Genesis Design Center in California, USA. Photo by Genesis

Genesis Design California features an open structure that connects the interior and exterior of the building. The interior is designed so that the central area of the first floor can be viewed at a glance from the second floor, with an opening in the middle of the second floor. This is a strategic design that considers both the openness and security of the design studio, allowing for intuitive observation of the design development process while ensuring that employees' personal workspaces are not disrupted.

Additionally, the facility provides an optimal experimental environment for future-oriented design development, including a CMF studio, 3D printing and clay modeling spaces, and a digital design lab.

Luc Donckerwolke, Chief Design Officer (CDO) and Chief Creative Officer (CCO) of Hyundai Motor Group, said, "We aimed to create 'Genesis Design California' as a space that emphasizes Korean identity while maximizing the creativity of our staff." He added, "We look forward to the innovative work unique to Genesis that will unfold here in the future."