Genesis Design California is officially open for business, serving as a western hub for all things creative, and joins two sister centers already operating in Asia and Europe. The expansion not only ensures a global, around-the-clock collaborative work cycle but also that the luxury Korean automaker’s portfolio reflects North American sensibilities.
“The United States is the fastest growing market for Genesis in the world, and the investment with this design studio really signifies the importance of this market,” says Genesis Motor North America COO Tedros Mengiste, at an on-site roundtable discussion held with key executives during the unveiling of the facility.
“And with our design studio in [Seoul], Korea, our design studio in Germany, Offenbach, and then in California, the creativity around the next Genesis coming around the corner works 24 hours a day because of the different time zones and the digital capabilities that are in the technology that we use.”
Having the Pacific Ocean on its doorstep and boasting 80,000 square feet of wood, glass, and greenery, housing 45 team members, to say the building is beautiful would be an understatement. Anchored by a naturally lit, retractable glass-roof atrium in the center, where vehicles can be staged atop two turntables built directly into the brick flooring, the expansive open-air space serves as a gathering spot as well, such as for our group of visiting media and industry executives before a guided tour.
First stop was the cavernous clay modelling area, where Chief Modeler David Briggs showed off two massive 3-D milling machines and explained how modern tech is helping turn sketches into full-scale creations in a much quicker fashion than ever before. After a short hand-scanning demonstration, he pointed out a neat little hidden feature incorporated into the workshop’s garage-door-opening mechanism—a production Genesis differential.
Another highlight on the tour was the Color, Materials, and Finish (CMF) offices on the upstairs level. One of the rooms was a visual treat: movable grey pinboards covered in swatches and inspirational photos of couture clothing, and a table displaying various material samples and interesting-looking everyday items, including a 3-D-printed sneaker.
CMF Design Manager Jun Ryu spoke about the intricate process of putting together the interior of the new premium Genesis Prestige Black trim offered on the 2026 G80, G90, GV80, and GV80 Coupe, a few of which are being previewed for the first time Stateside.
“Three points: The first one is the luxury black, and the second, sustainability. And third, our design pillar: athletic elegance. We went through so many trials and tests, just to make this wood look right under ambient light and daylight. When you see all the black parts, they are all different shades and different finishes,” said Ryu.
“I want to introduce our semi-aniline leather. We use carbon powder, which is extracted from recycled tires, and for the dying process of this leather, we use natural sources like flaxseed oil… When you look at the overall carpet, 20% is made of waste fishnets from the ocean, and then the floormats incorporate 30% natural sources like beech wood. So, it has lots of sustainable story here.”
In addition to the Prestige Black models, several concept vehicles were parked throughout the space, such as the sleek Gran Convertible Concept and the elegant off-roader, the Gran Equator SUV, both debuting earlier in the year.
The launch of Genesis Design California coincides with the 10th anniversary of the brand, originally founded on November 4, 2015, after branching off from the Hyundai Motor Company.