Genesis Design Studio Set to Debut in El Segundo, Southern California
In early 2025, Genesis, the premium automotive brand, is set to open its new design studio in El Segundo, California. Named Genesis Design California, the studio spans 80,000 square feet and will employ 45 people, aiming to redefine the traditional office setting.
The studio's design is expected to be influenced by the climate, cultural arts, and automotive scene of Los Angeles. It will serve as a creative hub for the brand, blending innovation, design excellence, and cultural inspiration. Genesis, originally launched by Hyundai, is positioning itself as a standalone luxury brand with this dedicated studio.
The studio's design emphasizes sustainability and artistry, featuring collaborative workspaces, digital design labs, and a clay modeling studio. The digital design lab and library are tailored for discussion, research, and reflection. For moments of quiet focus, private areas enclosed in soft acoustic felt provide a serene and calming environment.
The open workspace includes collaborative breakout areas, flexible seating, spacious, light-filled offices, and conference rooms. Visitors can find a range of thoughtfully curated environments, including a tea platform inspired by Korean traditions, outdoor spaces modeled after Korean gardens, and an upper-level patio for events and dining.
Luc Donckerwolke, the company's Chief Creative Officer, made the announcement at a private event in Los Angeles. Donckerwolke, who has previously worked as design director for Bentley, Lamborghini, Škoda, and Audi under the Volkswagen Group umbrella, was awarded the prestigious "World Car Person of the Year" title in 2022, recognizing his transformative impact on the industry.
The opening of Genesis Design California is the latest move by the brand to establish a foothold in Southern California's influential automotive landscape. The studio continues to draw on its Korean heritage while embracing modern aesthetics. This strategic push toward becoming a recognized global premium automaker is part of Genesis's growth since it was spun off from Hyundai in 2016.
The studio's opening marks a pivotal moment for Genesis as it prepares to celebrate its 10th anniversary next year. Genesis Design California is expected to help position the brand as a standalone luxury player in the competitive automotive market, contributing to its design innovation and luxury identity.
- With the opening of Genesis Design California, the brand is planning to introduce technology-enhanced digital design labs and clay modeling studios to foster innovation.
- Sustaining its commitment to modern aesthetics, Genesis Design California's design will blend Korean heritage with a sports-inspired atmosphere, evoking Los Angeles' vibrant automotive scene and cultural vibe.
