Modern and clearly reduced. The two–dimensional form of the new logo was created in close cooperation with the Genesis design team under the direction of Luc Donckerwolke and Sangyup Lee.

On the way from follower to industry leader, a new unity of design DNA and logo was created for Genesis. A unity of brand and people. In the form of two parallel lines. The Power Lines. Since then, this new harmony creates the connection between all the activities of the brand. And the future.

Genesis is the first luxury car brand on the Korean market. In times when both global politics and local tension in the divided country were tearing it further apart, Genesis wanted to give people in its home country something to be proud of – something that would bring them together.

So while the automotive industry was congregating at the IAA in Frankfurt, Genesis hosted a festival in the company’s hometown, Seoul. 20,000 free tickets for a one-of-a-kind event in the city’s iconic Olympic Park to mark the launch of the new G70. We designed the fully animated stage for the people of Seoul, inviting stars like Gwen Stefani, Andra Day, and CL, and hosting a fashion show by Jeremy Scott.

In this one night, and on this stage, the Genesis Motors brand was no longer a car company. It became a symbol of pride for Korean people, and touched the heart of 50 million people.

Genesis is the first luxury car brand to launch in Korea in twenty years. For the first Genesis exhibition booth at the Seoul Motor Show, a monolithic space with using material sparingly was in mind. By stacking copper sheets and cutting an inner cube out of the stack, a space was created out of the emptiness between the material. The effect was astonishing. From a distance, the space seemed to be a closed surface; upclose, open and transparent.

This day and age, intelligently designed systems and economical use of the materials and the budget are natural parameters for a temporary architecture project. The principle of the exhibition booth was simple: three reusable cubes, arranged differently, yet always resulting in a consistent big picture. Light copper sheets ensured it was light to travel with. Folded together the entire exhibition fit into a box measuring one cubic meter.

Physical and digital – an celebration of continuous renewal, a theme central in Korean culture, echoing the delicate balance of opposing forces coming together in harmony. The installation BLOOMTANICA reflected these aspects over a course of 6 weeks in collaboration with Jeff Leatham’s signature floral oeuvre.

The other opposing force was a digital experience of dynamic florals. Set in a mirrored room, over 60.000 visitors observed with awe as colossal flowers emerge, blossom, and wither, fully immersed within the spectacle.

Less does not always automatically mean more. But very often it is much more intense. The launch of the Genesis X Convertible on the beach in Malibu was certainly a case of both. During the immersive 8D-Audio experience, visitors experienced the sounds of life and with that, one of the benefits of Genesis’ first conceptual e-convertible: true luxury as an experience of joy and emotion.

In the best case, brands and people are connected by more than just products, they are connected by a true friendship. Based on mutual respect, trust and shared new experiences. Does that sound ambitious? In context of the IAA, Genesis once again proved their philosophy of son–nim and invited to the Blackhouse for a party on many levels. A new format, which the motor show had not seen so far.

The guests embarked on a journey – through the house. On each floor a different theme: a Korean kiosk in the elevator with concierge service. A design studio including the G70 Shooting Brake on the terrace. Film highlights from the Busan Film Festival in our cinema. A silent floor with acupuncture, palm reading and a tea ceremony. A video installation that allowed guests to become part of the festival. In summary, a crazy house party on six floors.