| 영문 |
The Genesis Studio in Hanam was built in 2016 in an effort to introduce Genesis as an innovative brand to the millennial generation, the brand’s target consumer. The space, located in an upscale shopping mall on the outskirts of Seoul, is a unique showroom, which maximizes brand experience for visitors in a playful way. Suh Architects, who designed the studio, boldly eliminated the entrance shutter of the studio and created a refined space that highlights the strengths of the latest Genesis products. The visual display and layout of the special exhibitions for G90, Mint and GV80 – the brand’s latest products - redefine the concept of “modern luxury,” and boldly explore design concepts that resonate with the younger shoppers. The space escapes an unconventional style of a car showroom and focuses on brand experience that incorporates interactive elements. As a result, the Genesis Studio changed the perception of the brand as being younger and more playful, redefining the traditional notion of “a luxury car” for its target consumers, and created buzz in social media that ultimately led to marketing success. |
