Suh Architects
Showroom
Genesis Studio
The Genesis Studio in Hanam, South Korea, was built in an effort to introduce the company’s product range to the millennial generation. The design for this special exhibition, presenting the latest models, highlights the strengths of each vehicle in a playful way: a colourful light installation for the G90, a video wall installation for the Mint, and an oversized tunnel, which leads to a mirrored stage for the GV80. The result is an interactive brand experience which redefines the traditional notion of a luxury car for its target group and attracted much attention on social media.
Credits
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Client:Hyundai Motor Co. (Genesis Motors), Seoul, South Korea
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Design:Suh Architects, Seoul, South Korea
