Genesis, the luxury automotive brand, announced plans for a new design studio in El Segundo, California, expected to open in early 2025. The announcement, made at a private event in Los Angeles on Sunday, marks a pivotal moment for the company as it prepares to celebrate its 10th anniversary next year.
The 80,000-square-foot Genesis Design California facility will serve as a creative hub for 45 employees and underscores the brand’s ambition to blend innovation, design excellence, and cultural inspiration.
“We take pride in always innovating and looking for inspiration in our everyday lives,” said Luc Donckerwolke, the company’s Chief Creative Officer. He cited the climate, cultural arts, and automotive scene of Los Angeles as key influences on the studio’s design.
Before landing at Hyundai Motor Group, Luc Donckerwolke honed his craft as design director for some of the automotive world’s most iconic names, including Bentley, Lamborghini, Škoda, and Audi under the Volkswagen Group umbrella. In 2022, his creative vision earned him the prestigious “World Car Person of the Year” title, awarded by a jury of 102 journalists from 33 countries. The honor recognized Donckerwolke’s transformative impact on the industry and cemented his status as a powerhouse in automotive design.
The space, designed to evoke a sense of calm and focus, integrates natural light and materials to reflect the Genesis ethos. Visitors will find a range of thoughtfully curated environments, including a tea platform inspired by Korean traditions, outdoor spaces modeled after Korean gardens, and an upper-level patio for events and dining. Collaborative workspaces, digital design labs, and a clay modeling studio further emphasize the studio’s role as a creative sanctuary.
The design studio features a cutting-edge digital design lab and a library tailored for discussion, research, and reflection. Its open workspace includes collaborative breakout areas and flexible seating, complemented by spacious, light-filled offices and conference rooms. For moments of quiet focus, private areas enclosed in soft acoustic felt provide a serene and calming environment.
Genesis claims the facility aims to redefine the traditional office setting. With an eye toward sustainability and artistry, the brand continues to draw on its Korean heritage while embracing modern aesthetics.
The opening of Genesis Design California is the latest move by the brand to establish a foothold in Southern California’s influential automotive landscape, where many automotive design studios are housed.