Genesis House New York: An oasis in Manhattan

Hyundai Motor Co., South Korea’s top automaker, is opening Genesis House New York, a sophisticated showroom, in the trendy Meatpacking District in Manhattan, to promote vehicles under its premium brand Genesis.

Set to open to the public on Nov. 19, the three-story building will not only display Genesis models but also house a restaurant, tea pavilion, library, auditorium and an outdoor terrace garden inspired by Korean culture.

Designed by Seoul-based architecture firm Suh Architects, the 46,000-plus square foot (4,340 square meters) space is distinctly Korean throughout, according to Hyundai.

“Genesis House is not just a showroom. This is a sophisticated oasis. A place where we share our inspirations at the heart of New York City,” said Jay Chang, global head of the Genesis brand. “It will show the world who we are as a brand: audacious, progressive and distinctly Korean.”

The Korean automaker has unveiled a number of Genesis concept cars in New York, and with a growing range of luxury models, including sedans G70, G80 and G90 as well as SUVs GV60, GV70 and GV80, it now aims to lead the age of electrification by focusing on dual electrification involving fuel cell and battery EVs, starting with the G80 and GV60 electric models.

Genesis has kick-started its commitment to becoming a 100% zero-emission vehicle brand by 2030 and achieving carbon neutrality by 2035.

Genesis models are available not just in Korea but in overseas markets, including North America, Europe, China, Australia, Russia and the Middle East.

Features and amenities of Genesis House New York include:

Genesis House Restaurant: Curated by Onjium, a Michelin-starred restaurant and cultural institute from Seoul, it offers flavors of Korean noble class cuisine dating back to the 1300s. It will present iconic Korean recipes such as suranche, a seafood recipe handed down through generations by a noble family in Korea’s ancient city of Gyeongju.

Tea Pavilion: Curated by Arumjigi, a Korean culture foundation, it is a veranda-like living room space. A gridded bookshelf showcases collectibles such as monographs, writing and musical instruments, ceramics and other artifacts related to the leisurely lives of seonbi, virtuous scholars of ancient Korea. The windows of the library pavilion frame panoramic views of the Hudson River and the High Line beyond.

Genesis Showroom: The main floor offers guests an opportunity to experience the latest Genesis vehicles. A juxtaposition of raw materials and refined engineering characterizes the interior envelope throughout the showroom, according to Hyundai.

Cellar Stage: Outfitted with floor-to-ceiling LED-lit staging and state-of-the art audio-visual technology, it is a space dedicated not only to the launching of new vehicles but also for hosting thought leadership summits and other engaging events.

Genesis House Library: Curated by LVMH publisher Assouline and Korea’s Arumjigi, the library has sourced distinctly Korean books and collections from around the world on art, design, food and travel.

Genesis House will be open to the public from Tuesday to Sunday and closed on Mondays. From Tuesday to Thursday and on Sunday, it will be open from 11 a.m. to 10 p.m. On Fridays and Saturdays, it will be open for one hour longer.

Write to Jae-Kil Cho at road@hankyung.com
In-Soo Nam edited this article.