Hyundai Motor's Genesis brand said on the 12th that it opened its brand-dedicated design center, Genesis Design California, in El Segundo, California.
The center, which opened on the 10th (local time), was built with a total floor area of 7,471 square meters (about 2,260 pyeong) across one basement level and two above-ground floors. It will conduct design research and development not only for vehicles but also for the brand overall, including showrooms, sound, logos, and user interfaces.
At Genesis Design California, research related to future design will be conducted alongside mass-production vehicles and advanced projects, including advanced air mobility (AAM), robotics, and color, materials and finish (CMF) trends.
Genesis plans to build this center into a global design network that collaborates in real time 24 hours a day by linking it with the Genesis Design Center in Seoul and the Genesis Design Studio in Frankfurt, Germany.
The center was designed with an open structure that naturally connects the building's interior and exterior. By adopting a structure with an open void in the middle of the second floor, it provides a full view of the first-floor design space while taking security into account so as not to compromise employees' focus.
The workspace, where a total of 45 designers work, includes an open lounge for free discussion. It is also equipped with research facilities such as 3D printing and clay modeling spaces and a digital design lab.
Hyundai Motor President and CEO Jose Muñoz said, "Genesis Design California is a base that helps Genesis develop designs that more deeply resonate with the tastes and sensibilities of local customers," adding, "Genesis, which has built its design identity on Korean cultural heritage, will play a pivotal role in creating a new generation of products."