Located 20 minutes outside of Gangnam, Genesis Space Suji stands 25.4 meters high along the main Gyungbu highway. Designed by Suh Architects, the same group behind Hyundai MotorStudio Seoul, the exterior façade’s 190-cm fins produce an industrial, monolithic appearance. These fins aren’t just inspired by the pleats of Korea’s traditional Hanbok clothing, but they’re made of Corten steel, a type of weathered steel that changes color over time. This, Genesis says, symbolizes its appreciation in value over time.

Honored guests or “Son-nim” as Genesis refers its customers, enter a space that’s unadorned and designed with only the essentials. The walls are purposely unrefined, finished in exposed concrete and weathered steel sheets. The ceilings, meanwhile, are covered in natural wood that’s reminiscent of traditional Korean houses. All this puts attention onto the vehicles themselves.

Upon welcome reception (advanced booking is required), Son-nims encounter a three-story cavernous atrium of striated concrete and wood, displaying a single Genesis model. Like a special artwork in a museum, this special exhibition space puts a vehicle under pin lights to bring focus entirely on to the vehicle.

The Genesis vehicles themselves have four signature elements and this space allows Son-nims to explore them further. Designed with Athletic Elegance, every Genesis vehicle has four key ingredients: the Crest Grille, the Quad Lamps, the two Parabolic Lines, a cabin designed around the Beauty of White Space—their take on Korea’s 14th Century Hanok architecture. Beauty of White Space, the brand says, evokes imagination while also allowing elegance shine through.

To the left stands a four-story glass car tower glistening with 40 Genesis models. Customers can either view their intended exterior or interior combination on site, or take one for a test drive. Tucked below it is the private handover room where Son-nims receive their brand-new vehicle in an elaborate ceremony akin to a motor show reveal.

The drama continues the upper floors as copper-skinned elevators allow Son-nims to explore the world of Genesis further. At each floor, a wall of car doors flanks the central doorway allowing one to look and feel the combination of trims, interior, and exterior combinations of the entire line-up.

The integrated barrisol lighting right above the displace space not only bathes the Genesis vehicles in a more natural light, but they also lend a more domestic warmth, typically absent in a regular showroom. The same seamless polished concrete and wood ceilings tie each floor, while at the top-most floor, a space can be closed for private events.

As a brand, Genesis is taking a progressive approach to luxury. Most will be drawn to them through their understated beauty, elegance, and simplicity, but unbeknownst to them, they’re also drawn to what ultimately makes it truly Korean.