Genesis Design California highlights innovation rooted in Korean heritage

Genesis opened Genesis Design California in El Segundo, a 80,000-square-foot studio uniting 45 designers. It strengthens the brand’s North American presence, connects with Seoul and Frankfurt teams, and explores mobility, robotics, and digital storytellin

In El Segundo, California, Genesis has inaugurated its new Genesis Design California studio — a state-of-the-art facility that strengthens the brand’s presence in North America. The opening coincides with Genesis’s tenth anniversary and marks a significant step in its long-term growth strategy.

The 80,000-square-foot complex brings together 45 team members and complements existing design hubs in Seoul and Frankfurt. Together, the three studios form a 24-hour global network, transferring projects across time zones to accelerate the development of future models and concepts.

According to José Muñoz, President and CEO of Genesis, the new studio reinforces the company’s commitment to designing vehicles that resonate with North American customers. The investment also reflects Genesis’s broader goal of deepening the emotional connection between its products and their audience.

Chief Creative Officer Luc Donckerwolke described Genesis Design California as the embodiment of the brand’s philosophy: “At Genesis, design is brand and brand is design.” The new space, he added, channels the brand’s distinctly Korean cultural roots to inspire creativity and collaboration.

Inside, the studio balances minimalism and warmth. It includes private and open creative areas, a CMF (color, materials and finishes) lab, digital design facilities, a 3D modeling workshop, and a library with a modern tea platform. Outdoor terraces and courtyards draw inspiration from both traditional Korean gardens and the relaxed aesthetics of Southern California.

Beyond car design, Genesis Design California will explore advanced fields such as air mobility, robotics, and digital storytelling. This multidisciplinary approach underscores the brand’s belief that design is not just a stage in vehicle creation, but the foundation of its identity and innovation.