Genesis is expanding its brand experience by highlighting Korean hospitality culture through "Genesis House New York," a complex cultural space established in Manhattan, New York. The strategy goes beyond vehicle exhibitions, combining food and beverage services, art displays, and performances to increase touchpoints with local customers.
According to Hyundai Motor Group on the 7th, Genesis House New York, which opened in November 2021, is located on 10th Street in Manhattan's Meatpacking District, where red brick buildings and galleries line up. Spanning from one basement level to two above-ground floors with a total floor area of approximately 4,340 square meters, the facility features a vehicle showroom, restaurant, library, and performance hall. The operation is grounded in the Korean culture of welcoming guests with sincerity and respect.
The first-floor showroom displays Genesis's latest Yangsan models and concept cars as if they were works of art. The vehicle that greets visitors first at the entrance is the top-tier flagship large electric SUV (Sport Utility Vehicle), the "GV90 Neo Run First Edition." This limited-edition model, produced in only 222 units worldwide, is characterized by implementing innovative features and premium elements from the "Neo Run" concept car into the Yangsan vehicle.
The vehicle features coach doors, with the B-pillar removed so that the front and rear doors open facing each other on either side. A lounge space is configured for four passengers, equipped with electric swiveling seats, and includes a wood floor heated by radiant heat inspired by traditional Korean ondol flooring.
This vehicle also appears in "Flesh Impact," a film commemorating the 100th anniversary of Marilyn Monroe's birth, which Genesis supported in production. The film was first unveiled at last month's Venice International Film Festival and will be screened for the first time in Asia on the 8th at the Busan International Film Festival.
In one corner of the showroom, there is a private curation space where customers can directly touch exterior paint colors and leather interior materials by texture. It is a configurator zone designed to allow customers to verify desired color and material combinations in physical form. On-site staff introduced Genesis House to visitors by focusing on the philosophy embedded in the space's whitespace and interior design, rather than simply listing the product features of individual vehicles.
The second floor houses the Genesis House Restaurant, which adds a modern sensibility to traditional Korean cuisine; a Tea Pavilion where one can experience Korean tea and scholar culture; and a library stocked with various cultural books. It is arranged as a cultural experience space where visitors can feel Korea's unique aesthetics and sentiments. On the first basement level, the "Seller Stage" hosts multi-purpose events such as interactive exhibitions and cultural and artistic exchange programs.
Genesis consistently holds exhibitions in collaboration with global artists at this location. From June to September, it ran a special exhibition titled "Manifesting Marilyn," commemorating the 100th anniversary of Marilyn Monroe's birth. During the exhibition period, up to 2,000 people visited per day.
A Genesis official emphasized, "We are positioning ourselves as a cultural oasis in the city that connects the local community with art and culture, going beyond a simple vehicle showroom, and we will convey Korea's unique hospitality culture to the New York hanbok scene through the overall spatial experience."
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