Luxury Automaker Genesis Opens An Urban Oasis In New York’s Meatpacking District

Genesis, the luxury arm of Korean auto giant Hyundai, is transporting its design principles from the assembly lines of Seoul to an architectural masterpiece in Manhattan. The company is unveiling the Genesis House New York, which will open to the public starting November 19.

“The focus of Genesis House is on the storytelling of our luxury lifestyle brand and its distinctly Korean culture,” says Jay Chang, global head of the Genesis Brand. He says the experiential site will serve as a “place of enjoyment and healing” from the fast-paced life of New York City. 

The Genesis House was not solely built for automotive enthusiasts. From an on-site library curated by Assouline to a Michelin-Starred restaurant, the Genesis House was designed as a city sanctuary for lovers of art, design, cuisine and even literature. 

“Genesis House is not just a showroom,” says Chang. “This is a sophisticated oasis… It will show the world who we are as a brand: audacious, progressive, and distinctly Korean.” Chang says the building will incorporate these three values, but its emphasis on Korean heritage will differentiate it from experiential showrooms launched by other automakers, such as Rivian’s Hub in Venice, California, and the Nissan Pavilion in Bristow, Virginia (which has since been converted into an amphitheater). 

Designed by Suh Architects, a Seoul-based architecture firm and interior design studio, Genesis House is a vast 45,000 square-foot space. When it comes to its car models, Genesis is known for taking design risks without compromising elegance. The company brought the same understated aesthetic to the contemporary and industrial structure. But the materials that were selected to bring in elements of nature are the most memorable, such as the oak beams and shingles that were inspired by the roofing on a traditional Korean palace. 

“We designed a sensory emotional experience which is the embodiment of Korean aesthetics and hospitality,” Chang continues. “We welcome our customers as if they are guests, known as ‘Son-nim,’ in our home.” 

Visitors are welcomed to observe all the architectural touches. It starts at the facade, with metallic mesh curtains draped over various car models. “A shimmering wall of translucent copper envelopes the Genesis House at street level, luring visitors indoors while highlighting our vehicles’ elegant silhouettes,” says Chang. Once inside, the machines are unveiled on full display in the showroom. 

The second floor is an expanse of Korean culture that includes a boutique, a tea pavilion, and a library of special-edition books hand-selected by LVMH publisher Assouline. Says Chang, “The essence of Korea is communicated discreetly in the way the space is curated.”

When it comes to dining, Onjium, a Michelin-Starred restaurant and cultural institute from Seoul, reimagines historic dishes of the Korean Royal Court cuisine.“Master chefs have composed a tailored menu of Korean food originating from the Chosun Dynasty presented in a contemporary setting,” says Chang. “A place where you enjoy carefully prepared healthy food filled with seasonal energy and flavors of fermentation.”

The Genesis House continues outdoors with a 9,500 square-foot terrace, with a Maru (Korean for ‘top of the mountain’) platform offering views of the High Line, Hudson River and the city beyond. 

But to truly bring the spirit of Son-nim to life, the company has outfitted the space with Genesis House Curators who will welcome guests via reservation. The special-trained concierges, some of whom are multi-lingual, are tasked with guiding guests through the latest Genesis models. They’re also there to promote the brand’s mission of “a shared oasis,” and an experience that is cultural just as much as it is commercial.

Says Chang, “It is our ambition to deliver unique and inspiring experiences that are constantly evolving to not only fit the Genesis brand vision and philosophy, but to encourage rejuvenation and a sense of community.”