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.