The World’s First Dedicated Genesis Showroom Goes All Gangnam Style

Launching new vehicles is complicated enough. Launching an entirely new brand is another matter entirely. But that’s the process in which Hyundai finds itself right now with its Genesis brand.

It’s already revealed the new G90, G80, and G70, and will have many more to come. But now it needs the showrooms in which to sell them. And this is what they’ll look like.

What you see here is the first dedicated Genesis showroom, which the automaker itself will open in June in the swanky Gangnam district of Seoul. With 14,000 square feet of floor space, the two-story facility ought to serve as the blueprint for the dealerships it’ll franchise around the world in the coming months and years.

So what does it entail? For starters, it’s not all glass. Hyundai has gone for a more intimate environment: “a private and personal setting that enhances the interaction between the customer and the product.”

The vehicles are on display, of course, and there are further displays showing the colors and interior options available for order. There’s also a “Launch Bay” that serves as the starting point for test drives, with an augmented/virtual reality guide to help drivers embark on five different test routes around the South Korean capital: Urban Green, Urban Highway, Dynamic, K-Road, and Short Course.

The whole space is bathed in soft ambient light panels (instead of glare-inducing spotlights), perfumed with the brand’s signature scent and serenaded by its signature sound – which, we gather, is not that infuriatingly catchy K-pop song that was all the rage a few years back.

“The Genesis brand is a promise – a promise of a new way of automotive luxury,” said brand chief Manfred Fitzgerald. “Genesis Gangnam is the physical embodiment of that promise and how we serve our clientele. Customer experience is vital and we will now work on a global scale to bring many of the aspects of our brand’s flagship store to customers around the world.”

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  • Knotmyrealname

    Looks like someone drove into an office building, couldn’t work out how to get the car back out, so just left it there.

    • Bo Hanan

      I love your sense of humor. You said something I would say. LOL.

      • Knotmyrealname


    • Marty

      The interior architect threw a few expensive chairs into a parking garage and sent a huge bill. 🙂

      • paulgdeaton

        And not very many chairs! If there are more than 5 customers there, they will have to open the cars’ doors and let them sit in the seats…

      • alexxx

        Hahaha 👍👍👍

  • Craig

    It’s too sterile. Cold. It lacks emotion.

    • Bo Hanan

      It works for Aston Martin because their cars are passionate. In this case it looks like the knock-off that it is- and it doesn’t work.

    • salamOOn

      i think that this showroom would work with some supercars….. but not with genesis cars, even though i like them.

    • john1168

      I agree but maybe it’s that way so all of the customers attention is focused on the cars?

    • Nordschleife

      Yeah but even Aston Martin throws some more lavish materials in. This looks just like a parking garage complete with bright parking garage lighting.

  • Well I’d say Lexus has better showroom concept, with that Japanese Zen thing.


    i hope it sells well

    • PK

      it should. i don’t see why not.

    • jsz00

      Nah people love SUVs more

  • kachuks

    “Signature scent”? You mean like gasoline or something?

    • Mr_Fanta_Pants

      Salesman’s stale farts.

  • Tumbi Mtika

    Yes, Bruce, it also comes in black.

  • SteersUright

    Could the building even be described as “architecture” when its just a rectangle? Although Hyundai makes excellent cars nowadays, I wouldn’t say they’ve got any grasp on good design.

  • BlackPegasus

    I don’t care what the building looks like, just fill it with professional sales consultants who aren’t douchebags.

  • Bob White

    It must be the new “underground garage chic”?

    • Bash

      I knew I saw it before! lol

  • Might be cold, but the light is awesome. It shows the real lines of the cars no matter their colors unlike at regular dealers or car shows that have hundreds of small sources of light. This is like in a studio.


    The interior of the building is too modern; too sterile. As someone else said, it would work with supercars but not Genesis. Perhaps if they had something a little cozier it might work. Still, the cars is what’s important. But remember, presentation also matters.

  • FlameWater

    Looks like a map I played in Counter-Strike

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