Genesis, Hyundai’s luxury arm, has opened a new state-of-the-art Design Studio in California. An 80,000-square-foot (7432 sq.m) creative hub in El Segundo, Los Angeles, this new space will also play a major role in how the future models from the South Korean automaker will look. If you’ve been watching Genesis evolve over the past decade from an offshoot luxury badge to a full-fledged global tour de force, this marks a pivotal moment for the brand. 

In ten years, the brand has gone from concept sketches to cars like the flagship G90 sedan and the full-size GV80 SUV, several stunning concepts, and an incoming endurance racecar in the hyperclass, widely applauded for design that fuses Korean minimalism with a global appeal. Now, this studio brings that mission stateside.

A modern two-story building with horizontal wooden slats on the facade, surrounded by landscaped greenery and trees under a clear sky, echoes the style of Genesis Unveils Its 80,000-Square-Foot Design Studio in El Segundo, California.

“Genesis Design California embeds our team directly in the U.S. market, ensuring we design vehicles that truly resonate with North American customers. The investment in this facility and the jobs it is creating are emblematic of our long-term commitment to North America.” – José Muñoz, president & CEO of Genesis.

Inside, the facility houses 45 designers, modelers, and digital artists working across production cars, future mobility concepts, and even projects in air mobility and robotics. Together with its studios in Seoul and Frankfurt, the new location completes a 24-hour global workflow where creativity never stops.

The building itself reflects Genesis’ philosophy. Calming and wide open spaces lined with soft acoustic felt, outdoor areas inspired by Korean gardens, and a modern tea platform nodding to the brand’s heritage. There’s a clay modeling and 3D printing lab, a CMF studio for color and materials, and open collaboration zones that make creativity a constant process.

Modern interior with open second-floor walkway, plants, glass walls, and exposed wood beams. Central wooden structure encloses a staircase. Natural light fills Genesis’ new 80,000-square-foot design studio in El Segundo, California.

Five car headrests in various colors and designs are displayed on a white counter in a modern, well-lit showroom at Genesis Unveils Its 80000-Square-Foot Design Studio in El Segundo, California.

A modern glass-roofed courtyard with two levels of offices, greenery throughout, and a single parked car in the center, sets the scene as Genesis unveils its 80,000-square-foot design studio in El Segundo, California.

“At Genesis, design is brand and brand is design. Genesis Design California is the embodiment of this. It embraces our distinctly Korean identity, creating a space that inspires creativity. I cannot wait to see that inspiration come to life in the team’s work.” – Luc Donckerwolke (formerly at Lamborghini), Chief Creative Officer of Genesis.

With the El Segundo studio now active, Genesis is positioned to shape its next generation of cars with sharper focus, stronger identity, and the best design talent California has to offer. For Genesis, this investment is about its long-term future and commitment to North America. However, California was a deliberate choice because the region is one of the few global epicenters for automotive creativity. 

Major automakers like GM, BMW, Mercedes-Benz, Volkswagen, Acura, Mazda, Toyota, and several others have long-established presence, with their own design centers, all to stay close to innovation and cultural trends that begin in Southern California before influencing the rest of the world. 

Also, just up the road from El Segundo is Pasadena, where you have the Art Center College of Design, a world-renowned institution that has produced some of the most influential automotive designers for decades. For Genesis, it also means access to top talent, collaboration opportunities, and a steady flow of fresh ideas from the next generation of designers.

Images: Genesis