Genesis Unveils Genesis Design California: A Hub for Luxury Automotive Innovation
Genesis has officially opened Genesis Design California, a state-of-the-art design facility in El Segundo, marking a significant milestone in the luxury automaker’s journey. This new studio is a testament to Genesis’s commitment to design innovation and its growing presence in the North American market.
Celebrating a Decade of Excellence
The launch of Genesis Design California coincides with Genesis’s 10th anniversary, highlighting the brand’s continued evolution and global expansion. José Muñoz, President & CEO of Genesis, emphasized, “Genesis Design California embeds our team directly in the U.S. market, ensuring we design vehicles that truly resonate with North American customers.” This investment underscores Genesis’s long-term commitment to North America, creating jobs and shaping the future of luxury automotive design.
A Creative Space Reflecting Korean Heritage and Global Vision
Luc Donckerwolke, Chief Creative Officer of Genesis, stated, “At Genesis, design is brand and brand is design.” Genesis Design California embodies this philosophy, blending Korean identity with a global vision. The 80,000-square-foot facility is staffed by 45 team members and complements Genesis’s existing design studios in Seoul and Frankfurt, forming a 24-hour global workflow that accelerates innovation.
Advancing Automotive and Future Mobility Design
Genesis Design California will oversee a wide range of creative projects, including:
- Production and advanced vehicle design
- Air mobility concepts and robotics
- Cutting-edge CMF (color, material, and finish) research
- Virtual imagery, films, and storytelling assets
The studio will expand Genesis’s design philosophy beyond automotive into broader lifestyle and mobility expressions, solidifying its position as a leader in luxury automotive innovation.
A Sanctuary for Creativity and Collaboration
The facility is designed to foster creativity and collaboration, featuring:
- Colors, Materials & Finishes (CMF) studio
- Clay modeling and 3D printing workshop
- Digital design lab
- Library and modern tea platform inspired by Korean culture
- Open collaborative workspace with flexible seating
- Private acoustic spaces for focused work
- Outdoor lounges and garden-inspired areas
- An upper-level patio for events, dining, and relaxation
The studio’s warm, minimalist design encourages focus and reflection, connecting team members with the Genesis design philosophy.
Reinforcing Genesis’s Commitment to North America
The establishment of Genesis Design California underscores the brand’s long-term investment in North America, expanding its creative capabilities and strengthening its role as a global luxury brand. With deep cultural roots and forward-looking innovation, Genesis is poised to shape the future of luxury automotive design.
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