We were made aware of Hyundai’s plan to establish standalone dealerships for their new luxury brand last year. Said transition is expected to be completed by 2020 and now we have news of the first Genesis showroom appearing in Seoul, South Korea.
Opening its doors on January 6th, the first headquarters-owned standalone showroom is located near the prime business district of Samsung-dong, Gangnam-Gu, Seoul. Working with one of the world’s leading architectural firms led by Rem Koolhaas, the building was designed to “deliver a private and tailored customer experience for all visitors.”
No detail was spared in its conception and every facet of a visitor’s experience was taken into account. Genesis’ press release claims that most of the interior remains hidden from the outside world in an effort to create an intimate setting, they’ve even incorporated a brand specific scent and sound in specific areas.
Walking inside, one would find all outgoing Genesis models on display with trained specialists on hand to and questions and direct you to each model’s available exterior colors, wood and interior leather material options. Highlighting the showroom is the ‘Launch Bay,’ a place where visitors may use an augmented/virtual reality guide to test drive Genesis’ lineup through five different test routes: Urban Green, Urban Highway, Dynamic, K-Road, and Short Course.
“The Genesis brand is a promise – a promise of a new way of automotive luxury,” said brand chief Manfred Fitzgerald. Perhaps these design elements will be repeated across the globe.