Firm： Suh Architects

Type： Commercial › Exhibition Center Office Retail Showroom

STATUS： Built

YEAR： 2020

Through its material, space, and program, the Genesis Suji Showroom redefines the Korean auto customer experience. This four-story showroom’s 4,991 sqm serves simultaneously as an auto showcase, service-delivery platform, and test-driving.

Standing 25.4 meters high along the main Gyungbu high-way, the building’s bold folded facade has become a striking landmark for the neighborhood. Located 20 minutes outside of the Gangnam area, the showroom’s site was chosen for its proximity to Seoul as the luxury brand’s first one-stop retail and service destination.

Upon welcome reception, visitors encounter a three-story cavernous atrium of striated concrete and wood, displaying a single Genesis model. To the left stands a four-story glass car tower glistening with latest models waiting to fetched and lowered. Prospective customers are welcomed to test-drive their car of choice, while new owners receive their polished vehicle in a private lounge ’car delivery ceremony’ via robotic arms and video display.

To the right, sunlight streams through the exterior façade’s 25m high, 190cm deep Corten fins. Monolithic and industrial as exterior envelope, these perforated fins allow sunlight to wash the entire cathedral-like lobby and intimate lounge areas on each floor.

The drama continues on the upper floors as a copper-skinned elevator cab delivers visitors to explore up to 40 Genesis models in a full spectrum of colors and finishes. The signature Genesis wall of car doors flank a central doorway overlooking the lobby volume.

Seamless polished concrete unifies each floor, while wood ceilings of integrated barrisol lighting above lend a domestic warmth.

Finally, a fourth floor rooftop hosts events for Genesis customers surrounded in panoramic views and recent models.

As of July of 2020, with Covid-19 precautions, the Genesis Suji showroom welcomes an unprecedented stream of visitors seeking to experience its engineered craftsmanship against a dramatic backdrop, both raw and refined.