Genesis has officially announced the opening of Genesis Design California, a new state-of-the-art design facility located in El Segundo. This milestone marks a major step in the luxury automaker’s commitment to design innovation and its growing influence in the North American market. The studio will serve as a hub for creativity and collaboration, reinforcing Genesis’s mission to craft vehicles that resonate with the preferences and trends of American consumers.
A Major Milestone in Genesis’s 10th Anniversary Year
As Genesis celebrates its 10th anniversary, the launch of Genesis Design California highlights the brand’s continued evolution and global expansion.
“Genesis Design California embeds our team directly in the U.S. market, ensuring we design vehicles that truly resonate with North American customers,” said José Muñoz, president & CEO of Genesis. “The investment in this facility and the jobs it is creating are emblematic of our long-term commitment to North America. In just 10 short years, Genesis has created an innovative design identity tied directly to its Korean cultural heritage. This studio will play a central role in shaping generations of new products that deepen the emotional connection between our brand and the customers we serve.”
A Creative Space Reflecting Korean Heritage and Global Vision
“At Genesis, design is brand and brand is design,” said Luc Donckerwolke, Chief Creative Officer of Genesis. “Genesis Design California is the embodiment of this. It embraces our distinctly Korean identity while creating a space that inspires creativity. I cannot wait to see that inspiration come to life in the team’s work.”
Spanning 80,000 square feet and staffed by 45 team members, the new facility complements Genesis’s existing design studios in Seoul, South Korea, and Frankfurt, Germany. Together, these three design centers form a 24-hour, interconnected global workflow that accelerates innovation and creative exchange across continents.
A Hub for Advanced Automotive and Future Mobility Design
Genesis Design California will oversee a wide spectrum of creative projects, including production and advanced vehicle design, air mobility concepts, robotics, and cutting-edge CMF (color, material, and finish) research.
The studio will also produce virtual imagery, films, and storytelling assets, expanding Genesis’s design philosophy beyond the automotive realm into broader lifestyle and mobility expressions.
A Sanctuary for Creativity and Collaboration
The facility itself reflects Genesis’s core values of balance, calm, and creativity. Designed to immerse visitors and staff in a meditative, artful environment, Genesis Design California offers a harmonious blend of Korean tradition and Southern California aesthetics.
Key features include:
- Colors, Materials & Finishes (CMF) studio
- Clay modeling and 3D printing workshop
- Digital design lab
- Library and modern tea platform inspired by Korean culture
- Open collaborative workspace with flexible seating
- Private acoustic spaces for focused work
- Outdoor lounges and garden-inspired areas
- An upper-level patio for events, dining, and relaxation
The studio’s warm, minimalist design encourages focus and reflection, allowing team members to connect deeply with the Genesis design philosophy: crafting emotionally resonant and beautifully refined products.
Reinforcing Genesis’s Long-Term Commitment to North America
The establishment of Genesis Design California underscores the brand’s long-term investment in North America, both as a key market and as a center for design influence. The new facility not only expands Genesis’s creative capabilities but also strengthens its role as a global luxury brand with deep cultural roots and forward-looking innovation.
