Genesis has officially announced the opening Genesis Design Californiaa new state-of-the-art design facility in El Segundo. This milestone marks an important step in the luxury automaker's commitment to design innovation and its growing influence in the North American market. The studio will serve as a hub for creativity and collaboration, strengthening Genesis' mission to produce vehicles that meet the tastes and trends of American consumers.
An important milestone in Genesis' 10th anniversary year
While Genesis celebrates it 10th anniversaryThe launch of Genesis Design California underscores the brand's continued development and global expansion.
“Genesis Design California integrates our team directly into the US market, ensuring we design vehicles that truly resonate with North American customers.” said Jose MuñozPresident and CEO of Genesis. “The investment in this facility and the jobs it creates are emblematic of our long-term commitment to North America. In just ten short years, Genesis has created an innovative design identity that is directly tied to its Korean cultural heritage. This studio will play a central role in designing generations of new products that deepen the emotional connection between our brand and the customers we serve.”
A creative space that reflects Korean heritage and global vision
“At Genesis, design is brand and brand is design.” said Luc DonckerwolkeChief Creative Officer of Genesis. “Genesis Design California is the embodiment of this. It embodies our distinctly Korean identity while creating a space that inspires creativity. I can't wait to see this inspiration come to life in the team's work.”
Exciting 80,000 square meters and occupied with 45 team membersThe new facility complements Genesis' existing design studios in Seoul, South KoreaAnd Frankfurt, Germany. Together, these three design centers form a 24/7 connected global workflow that accelerates innovation and creative exchange across continents.
A center for advanced automotive and future mobility design
Genesis Design California will oversee a wide range of creative projectsincluding production and advanced vehicle design, air mobility concepts, robotics and State-of-the-art CMF research (color, material and finish)..
The studio will also produce virtual images, films and storytelling assetsextending Genesis' design philosophy beyond automotive to broader lifestyle and mobility expressions.
A haven for creativity and collaboration
The facility itself reflects Genesis' core values: balance, calm and creativity. Genesis Design California is designed to immerse visitors and employees in a meditative, artful environment harmonious blend of Korean tradition and Southern California aesthetics.
Key features include:
- Studio for Colors, Materials and Surfaces (CMF).
- Clay modeling and 3D printing workshop
- Digital design laboratory
- Library and modern tea platform inspired by Korean culture
- Open workspace for collaboration with flexible seating
- Private acoustic rooms for concentrated work
- Outdoor lounges and garden-inspired areas
- A terrace on the upper level for events, dining and relaxation
The studio warm, minimalist design promotes concentration and reflection and allows team members to connect deeply with the Genesis design philosophy: to create emotive-sounding and beautifully refined products.
Strengthen Genesis' long-term commitment to North America
The founding of Genesis Design California highlights the brand long-term investment in North Americaboth as a key market and a center for design influence. The new facility not only expands Genesis' creative capabilities, but also strengthens its role as a global luxury brand with deep cultural roots and forward-thinking innovation.
