Genesis House represents a novel approach to automotive brand engagement, serving as the physical manifestation of the Genesis brand within New York City’s Meatpacking District. This venue transcends the conventional car dealership model, functioning as a curated gallery for the Genesis product lineup and providing a distinct, pressure-free environment for customer interaction. In addition to the automotive showcase, Genesis House incorporates a fine dining restaurant, a traditional Korean tea pavilion, and a technologically advanced event space.
The overarching mission of Genesis House is to serve as an embassy of Korean culture, with meticulous attention to detail evident throughout the space. The Genesis design philosophy informs the aesthetic and experiential elements. The Cellar Stage is outfitted with floor-to-ceiling LED-lit staging and state-of-the-art audio-visual technology to host global product reveals, cultural events, and private gatherings. The concept of “Son Nim” (손님)—the Korean philosophy of hospitality—underpins the service ethos, emphasizing the treatment of every guest with exceptional care and respect.
Culinary offerings at Genesis House include a restaurant featuring both lunch and dinner menus rooted in Korean culinary traditions, and a dedicated tea pavilion providing traditional tea ceremonies. Architectural design elements, such as the Hanok-inspired wooden ceiling, and a library showcasing luxury publications, further contribute to the distinctive ambiance of Genesis House. This unique destination offers an integrated brand experience, immersing visitors in both the Genesis brand and aspects of Korean culture.
Read more on Forbes:
https://www.forbes.com/sites/scottyreiss/2025/04/21/cars-dining-fashion-collabs-genesis-house-sets-the-stage-for-luxury/
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The most exciting reveal at the New York Auto Show didn’t happen at the Javits Center; it unfolded a mile south at Genesis House, the showroom, restaurant and event space in the city’s Meatpacking District.
There, in an expansive light-filled space paved with honeyed floors and accented by modern artwork, the Genesis team created the ultimate setting to reveal its latest innovation, the X Equator off-road SUV.
Following the fanfare and snapping of cameras, the guests were guided down a flight of stairs and into a lower level theater where yet another reveal would take place. There, with more tightly curated lighting, screens and sound, a true theatrical experience took place: Amid a zooming swirl of speed and sound emerged the Genesis Hypercar and the debut of the Genesis Magma Racing team, a new world-class effort focused on competing at Le Mans.
Just after the Hypercar took the stage but before media and fans came closer, Hyundai executives including global CEO José Muñoz, North American CEO Randy Parker, chief creative officer Luc Donckerwolke and vice president of design Sang Yup Lee took to the stage for a group photo to celebrate the announcement.
The evening’s showcase is just one raison d’être for Genesis House, the three-level showroom and “embassy of Korean Culture,” said Rachel Espersen, executive director, brand experience at Genesis House. Drawing on an expression Donckerwolke is known for, ‘design is brand and brand is design,’ the mission of the venue is to embody the Genesis philosophy of creativity and hospitality in a single immersive space through events and collaborations. With this mission, Genesis House opened in New York just nearly four years ago.
