GENESIS HOUSE NEW YORK: A SOPHISTICATED OASIS OPENS

• Genesis announces the unveiling of Genesis House New York in the heart of the city
• Iconic elements of the brands’ Korean culture is showcased through refined and contemporary design
• Genesis House will offer experiences and curated programmes influenced by Korean culture and community, culinary excellence, innovative architecture and technology

FRANKFURT, Germany – Genesis has announced the unveiling of Genesis House New York, a sophisticated oasis located in the heart of New York. Opening its doors to the public on Friday, November 19, Genesis House promises to offer extraordinary experiences influenced by Korean culture and community, culinary excellence, and innovative architecture and technology.

Designed by the Seoul-based architecture firm Suh Architects, the space is audacious in design, progressive in function, and distinctly Korean throughout, inspiring the community to gather in a sanctuary that offers nourishment of body and mind. Genesis House’s curated programmes will engage New York in cultural conversations about design, food, travel, health, and future mobility.

“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.”

“At Genesis, we welcome customers as if they are guests in our own house,” added Chang. “We want our guests to feel Genesis’ sincerity and strive to provide them with the right experience at the right time. This defines our brand values.”

Genesis House is a custom-designed space that showcases the brand in harmony and balance with its surroundings. High ceilings supported by massive columns and Corten steel, LED lighting, copper highlights and smooth oak flooring communicate an industrial aesthetic that is complemented by eclectic displays of art.

As the centerpiece of Genesis House, the second floor harbors the most iconic elements of distinctly Korean culture through refined and contemporary design, unifying the space under a traditional Korean roofscape.

Features of Genesis House include: 

• Genesis House Restaurant: The Genesis House Restaurant marks the first international expansion for Onjium, a Michelin-starred restaurant and cultural institute from Seoul. The restaurant is dedicated to creating a new and lasting heritage taking inspiration from Korean traditional clothing, food, and housing. Onjium celebrates the ancient stories and flavors of Korean Noble Class cuisine in a new light, marrying traditional techniques found in old recipes and noble households dating back to the 1300s with progressive elements of Slow Food philosophy and thoughtful sourcing. Led by Onjium artisans Cho Eun-hee and Park Sungbae, the team brings its carefully crafted blend of Korean flavors to New York, which are rooted in the seasons and traditional fermentation techniques. The restaurant's sophisticated menu is a harmony of surprising flavours, featuring the finest local and imported ingredients, with both modern and traditional techniques presenting iconic Korean recipes like suranchae, a seafood recipe that was handed down through generations by a noble family in Gyeongju._[1] An authentic selection of banchan (side dishes) and beverages augment the dining experience.

• Tea Pavilion curated by Arumjigi: Inspired by the tastes of connoisseurs, the Tea Pavilion is a veranda-like living room space featuring customised boryo^[2] floor seating where guests are traditionally received by their host. The pavilion borrows motifs from the chaekgado^[3] painting style to visualize the philosophy of virtuous scholars known as seonbi^[4]. Serving as walls to enclose the space, a bookshelf was designed to showcase collectibles such as monographs, writing and musical instruments, ceramics, and other artifacts related to the leisurely lives of seonbi. The windows of this library pavilion frame panoramic views of the Hudson River, which guests can enjoy while reading and sipping tea. Led by a trained tea specialist, the Genesis House Tea Ceremony will serve as a symbolic experience of hospitality as Genesis House welcomes its guests to refresh and recharge.

• Showroom: The main floor offers guests an opportunity to experience Genesis vehicles in a relaxed environment. Suh Architects framed Genesis vehicles as finely crafted objects of desire, using reflections from a tessellated mirror display to amplify the engineering. These glass cases of telescoping linear light are hung on surfaces of exposed concrete, creating a unique art installation. A juxtaposition of raw materials and refined engineering characterizes the interior envelope throughout the showroom. Metallic mesh curtains are one of the distinct first-floor features. Once inside, the veiled machines are revealed as the latest models of state-of-the-art engineering, highlighting key Genesis elements such as the Parabolic Line and Two Lines design cues. Finally, a flip-dot wall installation comprised of over 91,000 metallic discs draws visitors in with its copper waves of swirling patterns. 

• Cellar Stage: The Cellar Stage runs the length of the building fitted with floor-to-ceiling LED-lit staging and state-of-the art audio-visual technology. It is a space that is dedicated not only to launching new vehicles, but also to conducting thought leadership summits and hosting engaging events.

• Library: Curated by LVMH publisher Assouline, the Genesis House Library is filled with special edition books, luxury display items, and unique accessories. Together, Assouline and Arumjigi have sourced distinctly Korean books and collections from around the world that discuss art, design, food, and travel. The Genesis House publication series will introduce original publications that highlight elements of Korean culture. The Genesis House Tea Book and Cookbook will be the first and second editions of the publication series.

• The Terrace Garden: The outdoor terrace and garden offer guests a spectacular view. Spanning around 882 square meters, the terrace is surrounded by a traditional Korean landscape of white sand and gravel and adorned with greenery, extending Genesis’ views to the Hudson River.

In addition to welcoming the public, specially trained Genesis House curators will welcome guests via a reservation and will introduce details of each model in various languages, including English, French, Spanish, Chinese, Korean, and more.

Moreover, Genesis House will showcase the brand’s commitment to hospitality that is based on Korean customs for treating guests. Those who visit Genesis House will be treated as Genesis’ son-nim – our welcomed guest, reflecting the Korean virtue of providing the best to those who visit your home.

Notes to editors

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About Genesis

Following its launch in 2015, Genesis has established itself as a true alternative within the premium segment. With a commitment to hospitality and great service, Genesis strives to build sincere relationships with customers and above all, to respect the greatest luxury of all – their time. The brand was launched first in South Korea and following success in the U.S., Canada, Russia, the Middle East and Australia, Genesis has set its sights on Europe and China. Embodying its unique design language ‘Athletic Elegance’, the brand continues to strengthen its range of vehicles and services to appeal to a broader range of consumers. The first electric car, the Genesis G80, will launch this year, with more to follow. Genesis is one of the highest-ranked brands in the automotive industry by respected third-party experts including North American Car of the Year, Consumer Reports and J.D. Power. Genesis is the only brand with a full product range to achieve IIHS Top Safety Pick+.

For more information on Genesis and its definition of premium, please visit www.genesis.com. Please visit our media site for the latest global news at http://genesisnewseurope.com/ and Twitter at @genesis_eu_pr.