Genesis Wants To Cement Luxury Credibility With Sophisticated Brand Experience In NYC

Genesis today announced the opening of the Genesis House New York, a “sophisticated oasis” that aims to show the city the best of Korean luxury as envisioned by the automaker. To that end, it will feature a restaurant, a tea pavilion, a cellar stage, a library, a terrace garden, and a showroom.

“Genesis House is not just a showroom. This is a sophisticated oasis. The place where we share our inspirations at the heart of New York City,” said Jay Chang, Global Head of the Genesis Brand. “It will show the world who we are as a brand: audacious, progressive, and distinctly Korean.”

Designed by the Seoul, Korea-based firm, Suh Architects, the 46,000 square foot (4,340 square meters) space is “distinctly Korean throughout.” Per Genesis, it offers nourishment for both the body and the mind and will feature curated programs to engage New York in “cultural conversations about design, food, travel, health, and the future of mobility.”

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Guests will be able to dine at the Genesis House Restaurant, a 9,600-square-foot (890 square meter) restaurant that is the first international expansion of Onjium, a Michelin-starred restaurant in Seoul.

Dedicated to creating a new and lasting heritage that takes inspiration from Korean culture, the restaurant celebrates ancient stories and flavors of Korean Noble Class cuisine by putting them in a new light. Marrying techniques and recipes dating back to the 1300s with progressive elements, the restaurant hopes to delight and surprise diners.

The tea pavilion, meanwhile, is a veranda-like living room space that features customized boryo floor seating. It borrows motifs from the chaekgado painting style to visualize the philosophy of virtuous scholars known as seonbi. A gridded bookshelf showcases collectibles and acts as a wall for the pavilion, while windows frame panoramic views of the Hudson River and the High Line.

The Cellar Stage is located below the ground floor and offers a large event space that runs the length of the building. With floor-to-ceiling LED-lit staging areas and state-of-the-art A/V tech, it will be just as well equipped to launch a new vehicle as it is to host thought leadership summits.

A library, meanwhile, is curated by LVMH publisher Assouline. Filled with special edition books, luxury display items, and unique accessories, the library is also full of Korean objects, thanks to Korean non-profit Arumjigi.

A 9,500 square foot (882 square meter) terrace garden, meanwhile, offers guests an unobstructed view of the High Line. It is surrounded by traditional Korean landscaping of white sand and gravel that is adorned with greenery.

Finally, the main floor showroom offers guests an opportunity to experience the latest Genesis vehicles in a relaxed environment. Vehicles are framed as finely crafted objects of desire, using reflections from a tessellated mirror display to amplify their engineering. From metallic mesh curtains to translucent copper, the materials are designed to dazzle visitors.

Genesis House New York opens to the general public on November 19 and the details of each model will be offered in a variety of languages, including Spanish, English, Chinese, Korean, and more. It will be open from Tuesday to Sunday from 11 a.m. to 10 p.m.