Genesis Unveils New Design Studio in Southern California
Genesis marks its tenth anniversary with the grand opening of a dedicated design studio in Southern California, signaling a significant step towards reinforcing its luxury brand identity. Previously, Genesis designers shared facilities with Hyundai, but now, this 80,000-square-foot standalone studio in El Segundo provides a bespoke environment for its 45-member team. The strategic location near LAX airport, combined with architecture that embraces the Californian climate through expansive glass ceilings and serene internal courtyards filled with drought-resistant plants, cultivates a calm and inspiring workspace. This emphasis on natural light and tranquil surroundings is intentionally designed to counteract the visual strain of screen-intensive design work, as highlighted by Hyundai Motor Group's chief creative officer, Luc Donckerwolke.
The studio's innovative layout extends to its practical applications, with open courtyards allowing designers to assess models and concepts under natural light, revealing nuances not visible indoors. David Briggs, who heads the modeling studio, emphasized the importance of viewing designs from various distances, noting that \"lines look different from far away.\" Inside, two large clay milling machines operate in a spacious, white studio, enabling the rapid creation, scanning, and digital transmission of models across international teams in Germany and Korea. This seamless digital workflow ensures all global team members remain current with design modifications, maintaining a continuous cycle of development and refinement. The studio also showcases playful touches of company pride, such as incorporating a production Genesis differential into the door mechanism of the milling room and integrating Korean traditional design into material mood boards, reflecting a blend of heritage and contemporary luxury.
While enjoying its newfound independence, the Southern California studio maintains strong collaborative ties with its global counterparts. Donckerwolke elaborated on a competitive yet collaborative model where distinct design ideas are developed simultaneously across the three studios. Once a final direction is chosen, digital files are seamlessly transferred across time zones, ensuring that design and analysis continue around the clock. This relentless pursuit of innovation extends to the new performance-focused Magma lineup. Donckerwolke's ambitious proposal for Magma, initially met with a pause, ultimately received approval with the directive that these performance enhancements must positively influence the safety and quality across all Genesis vehicles, embodying a philosophy where cutting-edge advancements uplift the entire product range.
This pioneering spirit at Genesis's new design studio embodies the relentless pursuit of automotive excellence. By blending advanced technology with thoughtful design principles and fostering a collaborative global network, Genesis is not just creating cars, but shaping the future of luxury mobility. The commitment to integrate high-performance innovations into the broader vehicle lineup demonstrates a dedication to elevating standards for all consumers, proving that true innovation serves a greater purpose than mere spectacle.