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.