Genesis announced its One of One exclusive program in an event held in Dubai. This is the first time Genesis talks about its dedicated organization established for bespoke vehicles. The company showcased a G90 and GV80 models. The event marked a significant milestone for the brand in the region, demonstrating its strong commitment to delivering a hyper-personalized and unparalleled luxury experience for its discerning clientele.
One of One’s Potential Realized in the Middle East
Under the creative vision of Luc Donckerwolke, Chief Creative Officer, attendees experienced the unveiling of two One of One cars, marking the first public showcase of the brand’s bespoke program.
The “One of One” name originates from the art scene, which refers to art pieces and collectibles issued as a single, unique edition. These pieces attract a higher value because they are one-of-a-kind editions with no reproductions. Genesis applies the same concept, making each car an original piece that can be perceived as the most prestigious representation of Genesis.
Genesis first developed the program concept as part of its progression to design authentic and original experiences for its customers, aiming to create a hyper-personalized service that customers could experience beyond the car.
Guided by these goals, Genesis introduced the program to VIP customers with a private showcase in the Middle East in 2021. The brand’s careful yet focused approach served as an opportunity to inform the overall direction and potential of the program in one of the fastest-growing luxury markets in the world.
At the event, Genesis reaffirmed its dedication to delivering the pinnacle of luxury to Middle Eastern customers through the One of One program’s dual-offering approach.
The first option allows for a fully personalized vehicle, meticulously tailored to individual preferences. The second option is the special edition offering, where each edition is exclusively crafted to embody the brand’s philosophy as derived from various sources of inspiration — such as specific regions, artists, and events. These special editions represent the brand’s reinterpretation of specific themes while ensuring a harmonious blend of external influence with Genesis designs.
The First One of One Model
The first car revealed at the event was the brand’s initial bespoke model, designed to demonstrate the program and scope. A G90 LONG WHEEL BASE with a two-tone exterior body in black and white, the car comes in a pearlescent paint finish that provides a unique sheen. Meanwhile, its deep black paint coating features red metallic flakes to subtly match the red hue of the interior under sunlight. Red was selected as the interior color to symbolize the impassioned nature of Middle Eastern customers.
The G90’s interior customizations were made based on both design and function to exhibit the range of possibilities Genesis can offer this new program to customers. For the trim, a special type of white stone was used to set itself apart from the standard Genesis lineup.
The rear seats featured built-in analog watches that display three separate time zones for the executive traveler. It also comes with a cooler along with a crystal carafe and glasses in the rear console. On the right rear passenger seat, there is a metallic plate that features the signature of Chief Creative Officer Luc Donckerwolke, who led the design of this specific G90. The new bespoke program marking also extends to the headrest cushions and treadplates, which are revealed on the door sills—all of which can be replaced with the customer’s name or signature upon request.
