- ‘Genesis GV60 and GV60 Magma: Refined Duality’ brings head-turning design and dynamic performance to Zurich to mark GV60 Magma’s domestic debut
- The art installation, created by Korean architect Eul Ho Suh, is open to the public from 16 January to 7 March at Genesis Studio Zurich
- Installation reinforces Genesis’ global commitment to artistic and creative initiatives
- Electrified GV70 and Electrified G80 complete the all-electric line-up on display
Frankfurt, Germany, 16 January 2026: Genesis has today announced the debut of GV60 Magma in Switzerland, the brand’s first high-performance model due to arrive on the road in Europe later this year.
GV60 Magma signals Genesis’ “Luxury High Performance” direction and builds on the brand’s Athletic Elegance design philosophy by creating a harmonious balance of performance and design. The model’s Swiss debut features alongside its signature sibling, GV60, as part of an installation designed by Korean architect, Eul Ho Suh, from Suh Architects, entitled “Genesis GV60 and GV60 Magma: Refined Duality”.
The art installation is constructed from over 1,500 reflective silver spheres and incorporates the recently enhanced GV60 model too, combining the dualities of Genesis’ signature design philosophy in a contemporary architectural style that showcases perspectives of both models’ thrilling elegance, head-turning design, power and dynamic performance enhanced by technology.
Peter Kronschnabl, Managing Director of Genesis Motor Europe commented: “This art installation reinforces our commitment to artistic and creative initiatives, through which Genesis cultivates meaningful engagement between art, design, and innovation—values that naturally extend to our presence in the Swiss market. This activation, along with the debut of the GV60 Magma in Switzerland, lays the foundation for an exciting year for Genesis in Europe, as we prepare to launch in four new markets: Italy, Spain, France, and the Netherlands.”
Commenting on the opening of the installation architect Eul Ho Suh also said: “We bridge the gap between reality and imagination. An automobile does more than move us physically; it drives us to explore the unknown. This installation, imagined as a ‘thought bubble’ for Genesis, connects the vehicle with the boundless imagination it inspires. Through an array of silver spheres, we mirror the present reality—only to transform it into a completely new vision through their dazzling interplay.”
Based in Seoul, Eul Ho Suh is known for work that blends Korean aesthetic philosophy with contemporary spatial design and material innovation. He has also played a key creative role across several Genesis projects globally, reflecting the brand’s focus on luxury and customer centricity.
Art and design are central to the Genesis brand DNA, reflecting the brand commitment to creativity, craftsmanship and cultural relevance. Globally, Genesis supports a range of art initiatives that create meaningful connections between contemporary art and progressive design, such as the Genesis Facade Commissions at The Metropolitan Museum of Art in New York, and partnerships with institutions such as the TATE Modern in London and Frieze Seoul.
“Refined Duality” is open to the public from 16 January to 7 March. The Electrified GV70 and Electrified G80 complete the display for guests visiting the Genesis Studio in Zurich, located at Bahnhofstrasse 62.
About Eul Ho Suh
Having honed his craft at the Rhode Island School of Design and Harvard’s Graduate School of Design, Eul Ho Suh’s work reflects Korean tradition and modern technology and has been recognised with numerous international awards including Red Dot, Architizer A+ and iF Design awards.
About Genesis Motor Europe
Founded in Seoul, Genesis is a leader in premium electrified cars with a vibrant, distinctly Korean spirit.
Launched in Europe in 2021, the brand’s award-winning premium models offer a luxurious ownership experience, defined by advanced technologies, dynamic performance and the trademark ‘Athletic Elegance’ design philosophy. Committed to a more sustainable future, the Genesis lineup in Europe includes GV60, Electrified GV70 and Electrified G80, offering effortless refinement, intelligent features, and unique interior concepts inspired by ‘the beauty of white space’.
Headquartered in Frankfurt, Genesis Motor Europe operates in Germany, Switzerland, and the UK - as part of its ongoing market growth strategy, the brand will launch in France, Italy, Spain, and the Netherlands in 2026. Underlining its position as a design-driven performance brand, Genesis will introduce GV60 Magma, its first high performance model, and debut the Genesis Magma Racing LMDh car in the 2026 World Endurance Championship.
For more information about Genesis, please visit www.genesis.com.
