Genesis Brand Experience Centre, Republic of Korea

The Genesis Brand Experience Centre defines every design aspect by featuring a two-line design that embodies the wings of the Genesis vehicle emblem.

The two-line design serves as a powerful and unique icon of the Genesis, brand across all vehicle models, and we have incorporated it into the lighting design throughout the showroom, accentuating the linear feelings as a point from the architectural façade to the interior.

Architectural finishing materials, including steel, concrete, and wood, represent the integration of tradition and modernity throughout Genesis’s journey from inception to the present. The colour temperature was carefully selected to emphasise this concept further. A colour temperature of 4,000K is used in spaces featuring steel and concrete, while spaces with wood are designed with 3,000K to reflect the ambience of their unique finishes; this striking contrast in colour temperature enabled us to powerfully convey the meaning of connecting tradition and modernity.

The lower part of the canopy conveys the building’s ascending character through its floating appearance, while the warm colour temperature radiates a comfortable atmosphere at the entrance, presenting a welcoming environment for visitors visiting the showroom. Emphasis was placed on considering the luminance of the lighting because the design contains many linear elements.

The exterior of the lighting fixture was sanded to reduce luminance to a minimum and ensure a design that allows a comfortable and natural continuous flow of traffic for visitors to the showroom. As an exhibition hall, energy considerations were carefully addressed. In order to create a green energy-efficient building, high-efficiency fixtures were used, and the design aimed to reduce light density per unit area. The lighting equipment selection process required sufficient time to consider aspects of both high efficiency and design appearance.

Through this design, Genesis Brand Experience Centre serves not only as a showroom but also as an experiential space that fully conveys Genesis’s philosophy to its visitors through architecture and light. It is a unique and sensual journey of light that links past traditions with the future through a new experience.