Genesis Designers Finally Get Their Own Studio, and It's Pretty

The new Genesis design studio, sprawling across 80,000 square feet, is built to nurture creativity and innovation. Located conveniently close to the LAX airport, the facility is designed with an emphasis on natural light. Its interior courtyards, filled with succulents and grasses, provide a visually soothing environment for designers who spend long hours in front of screens. This aspect of the design was highlighted by Luc Donckerwolke, Hyundai Motor Group's chief creative officer, as a crucial feature for fostering creative thinking.

Beyond its aesthetic appeal, the studio is equipped with cutting-edge technology, including massive clay milling machines that allow for the creation of models that can be scanned and shared with Genesis's international teams in Germany and Korea. This capability ensures that the design process is not only collaborative but also continuous, with files being sent across time zones to keep work moving around the clock. David Briggs, head of the modeling studio, notes that viewing models in natural light often reveals details that may not be apparent indoors.

An interesting detail within the studio is the pulley system that utilizes a production Genesis differential, complete with a part number, reflecting a blend of humor and company pride. This attention to detail and innovation extends to their designs, including the new Prestige Black models. Despite the name suggesting a monotonal palette, these models incorporate various textures and materials to add depth and warmth. In a playful twist, Genesis offers a North American-only Prestige Black model in white, catering to markets like South Florida where black cars are less popular.

The establishment of the El Segundo studio marks a new era for Genesis, allowing it to operate independently from the Hyundai Group's shared spaces. However, this independence doesn't mean isolation. Genesis maintains a collaborative spirit across its three global studios, fostering a competitive yet cooperative environment. This setup enables each studio to explore different design directions before converging on a final concept, ensuring the best ideas rise to the top.

The studio also plays a pivotal role in the development of Genesis's new performance-focused Magma lineup. This initiative, which includes a commitment to trickle down performance enhancements to all Genesis models, underscores the brand's dual focus on sportiness and elegance. According to Donckerwolke, the Magma program was initially met with hesitation but has since been embraced as a way to enhance the safety and quality of all Genesis vehicles.

As Genesis celebrates its 10th anniversary, the new design studio in California symbolizes its growth and ambition. By providing a dedicated space for its designers, Genesis is not only enhancing its creative capabilities but also reinforcing its status as a leader in automotive design. The brand's commitment to innovation and collaboration is evident in every aspect of the new studio, promising exciting developments for Genesis's future.