In September 2016, The Hyundai Genesis Studio Hanam became the first Genesis store worldwide, reintroducing the high-end car as independent of the Hyundai name. Suh Architects was asked to create a venue that would introduce Genesis not only as the high-performing car of a new design-savvy generation, but as the new direction of an innovative brand.

A strategic decision was made to open the dealership in a celebrated new luxury destination mall featuring the most current, design-focused retail brands and restaurants. This was the first instance of a car dealership placing itself alongside high-end fashion brands. We began by opening up the retail venue entirely, eliminating an entry or shutters. Using two-way tinted mirrors in three directions, the visitor is gripped by a 360 degree view of the Genesis framed in neon lighting. The interior surfaces are of exposed concrete, juxtaposing a rugged raw envelope for the most refined of technological feats, the modern day automobile. To the left, a lineup of original car doors in a myriad of colors hang from the corridor on hinges like wings. Hinges were designed to allow customers to move and test them freely. On the right, a lounge welcomes customers to stroll in and take the scenery in, while a quiet meeting room in back becomes a living room to meet customers. Every leather couch and wrapped handle speaks to the craftsmanship seen in the Genesis. The showroom is testament to what both automated and manual craftsmanship achieve together.

The Genesis Studio is a prototype store for Hyundai Motors that straddles both raw and refined, contemporary art and design, appealing to both the young design enthusiast and the mature connoisseur. With an average of 2000 visitors on weekdays, and 6000 on weekends, reception has been more enthusiastic than anticipated.