Genesis is marking its 10th anniversary as a standalone luxury brand with a string of achievements, the latest of which being the opening of its all-new Genesis Design California design studio in the Los Angeles suburb of El Segundo.
Although Genesis has had design teams working in Southern California for nearly a decade, this new facility is dedicated exclusively to Genesis designers and will work independently from Hyundai Motor Group’s studio in Irvine. Spanning 80,000 square feet, the El Segundo space will play a key role in shaping the brand’s next-generation models, housing 45 designers who will collaborate across every stage of the creative process.
Filled with natural light, open spaces, botanical gardens, and warm wood decor, the new studio is designed to inspire creativity among the greater Genesis design team. During the grand opening, we had the opportunity to tour the facility and were struck by its architecture, thoughtful layout, and the overall sense of calm and focus it exudes. In a fun coincidence, MotorTrend’s former office is located just about 50 steps from Genesis’ new creative home.
Genesis said the new studio will serve as a hub for a wide range of creative projects from production and advanced vehicle design to explorations in air mobility, robotics, and an innovative division focused on color, materials, and finishes. The facility will also produce virtual imagery and films to help bring the Genesis brand story to life through visual storytelling.
“A studio like this is such a rare thing to create,” John Krsteski, senior chief designer for Genesis North America, said. “Creativity doesn’t happen inside four wa
