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.”

Photo Gallery

  • 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

        Thanks.

    • 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.

  • YUDHA BAGASKARA

    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.

  • LWOAP

    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

Ay Caramba! One-Off Turquoise Koenigsegg CCXR Crashes In Mexico

The CCXR seems to have hit a concrete poll first and then slammed into a curb.

See The New 2020 Toyota Supra In All Eight Color Options

The standard 2020 Toyota GR Supra will arrive in U.S. dealers in fall this year.

New Chevrolet Onix Is Yet Another Compact Sedan For China

The new Chevrolet Onix will be offered with 1.0-liter and 1.3-liter engines.

China’s 2020 Buick Encore II To Sit Alongside New Chevrolet Tracker

First photos of China’s new 2020 Buick Encore II have surfaced ahead of its debut later this year.

Tesla Gives Model 3 A 5% Power Increase Via Software Update

Even the base, $35k Model 3 can do the 0-60 mph in just 5.6 seconds, but now it’s even faster.

Cargo Ship Carrying New 911 GT2 RS’ Sinks, Porsche To Resume Production Of Model

The cargo ship was carrying several new Porsche and Audi models, including four 911 GT2 RSs.

Brand New 2008 Dodge Challenger SRT8 Was Kept In Trailer For 11 Years

You can get this Challenger for $37k – or a 2019 R/T one and save $2,5k for fuel or whatever.

Here’s Our First Look At Top Gear Without Matt LeBlanc And Rory Reid

The two well known Top Gear hosts are being replaced by Freddie Flintoff and Paddy McGuinness.

New 2020 Corvette C8 Renderings Might Be Onto Something

The CGIs are modeled after the most recent sighting of 2020 Corvette testers.

Bugatti Could Be Working On An All-New Royale

Rumored to launch in 2023, the Bugatti Royale is said to be an electric vehicle which could have around 870 hp.