Genesis Launches Innovative Design Studio in California

Luxury automotive brand Genesis has inaugurated its new design studio in El Segundo, California, marking a significant milestone in its global expansion. This facility, the third of its kind for the brand, joins locations in Seoul and Frankfurt. The California studio is strategically positioned to enhance collaboration among Genesis’ design teams, allowing for continuous, 24-hour development cycles that align with the varying time zones of its global studios.

The studio’s opening comes at a time when Genesis is rapidly expanding in North America. In 2025, the automaker plans to open 90 new dealerships across Canada and the United States, reinforcing its commitment to this burgeoning market. As Genesis approaches its 10th anniversary next month, it reflects on a decade of success with over one million units sold.

José Muñoz, president and CEO of Genesis, remarked, “Genesis Design California embeds our team directly in the U.S. market, ensuring we design vehicles that truly resonate with North American customers.” He emphasized that this new facility represents a long-term investment in the region, creating jobs and fostering innovation.

A Creative Haven for Design Excellence

The Genesis Design California studio spans 80,000 square feet and is designed to foster creativity in a non-corporate environment. With natural wood accents, living plants, and open spaces, the layout aims to create a meditative atmosphere, distinct from the hustle and bustle of Los Angeles, which is just a stone’s throw away.

Upon entering the studio, visitors are greeted by the striking Genesis X Gran Coupe concept, highlighting the brand’s commitment to innovative design. The studio features a variety of specialized spaces, including a CMF studio (Color, Material, Finish), a clay modeling workshop, a digital design lab, and a library for research and collaboration. A modern tea platform, inspired by the brand’s Korean heritage, further enhances the creative environment.

The courtyard, inspired by traditional Korean gardens, serves as the heart of the studio, promoting relaxation and reflection among the design team. This focus on aesthetics not only reflects Genesis’ cultural roots but also supports the creative process.

Collaboration and Competition Drive Innovation

One of the unique aspects of the Genesis Design California studio is the dynamic between its three global locations. Each studio competes to submit designs to the head office, with only one being selected for production. The studios that do not win collaborate closely with the chosen team, blending competition with cooperation to achieve the best outcomes.

Luc Donckerwolke, Chief Creative Officer at Genesis, noted, “At Genesis, design is brand and brand is design. Genesis Design California is the embodiment of this.” He expressed excitement about the potential of the new studio to inspire groundbreaking automotive designs.

As Genesis embraces a continuous cycle of creativity, the automotive world eagerly anticipates how this innovative approach will shape future vehicle models. The commitment to merging cultural identity with cutting-edge design positions Genesis as a forward-thinking leader in the luxury automotive sector.

This new design hub not only enhances Genesis’ ability to cater to North American consumers but also solidifies its presence as a key player in the global automotive landscape.