Genesis has opened its first headquarters-owned standalone showroom in Seoul, South Korea.
To design and build the unique space located in the prime business district of Samsung-dong, Gangnam-Gu, the Korean automaker collaborated with Office for Metropolitan Architecture by Rem Koolhaas, one of the world’s leading architectural firms. Called “Genesis Gangnam,” the independent facility was designed to provide a complete experience in all facets of the brand and product.
Unlike other dealerships and showrooms you may be used to, only small portions of Genesis Gangnam are visible from the outside, as a way to maximize privacy, while creating a personal setting to enhance the interaction between the customer and the product. Genesis-trained specialists are housed within the two-story building, delivering a private and tailored customer experience.
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As expected, all Genesis products are on display at the showroom, where the company also incorporated the brand’s scent and sound for brand dedicated spaces. The showroom is highlighted by the “Launch Bay,” which Genesis says is the starting point of the test drive experience. Visitors may engage with the product using the AR/VR-based Genesis Virtual Guide, which offers five different test drive courses: Urban Green, Urban Highway, Dynamic, K-Road, and Short Course.
“The Genesis brand is a promise – a promise of a new way of automotive luxury,” said Senior Vice President Manfred Fitzgerald, Head of Genesis Brand. “Genesis Gangnam is the physical embodiment of that promise and how we serve our clientele. Customer experience is vital and we will now work on a global scale to bring many of the aspects of our brand’s flagship store to customers around the world.”
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