Genesis Studios are said to signal a new dawn in automotive marketing with Hyundai rolling out its luxury brand in marquee Sydney CBD site
Online PR News � 02-September-2019 � The marketing strategy is expressed through the architectural spaces designed by Seoul-based, SUH, with Genesis Studios being more boutiques than car dealerships. Genesis strategy is to create a luxury ownership experience. A concierge service arranges test drives at the customers preferred address and there is a valet service for routine car maintenance. The studios are merely display galleries with the cars remaining onsite like artefacts.
The SUH studio design encompasses vast interiors with a raw aesthetic, that juxtaposes the sleek motoring technology, combined with sculptural elements that underscore the luxury brand.
Di Emme Creative Solutions was part of the diverse team realising the SUH blueprint in the Genesis Studio in Sydneys Pitt Street Mall. Local architects, Stanton Dahl, translated the design for the two-level shopfront vacated by Oroton and Billabong in line with local building codes. Gyprock with a pre-mixed decorative plaster finish replaces fibreglass in the vast curved walls, with paint finishes by Di Emme delivering the form concrete look of the walls, bar and columns.
SUH designed the pendant lights exclusively for Genesis. Di Emme provided the custom lights for the Sydney studio. The copper paint-finished aluminium lights with acrylic diffusers are suggestive of the Genesis logo. The Genesis corporate colours are copper and black.
The Korean design specified expansive areas of oxidised steel. Steel is heavy and does not oxidise naturally indoors. MDF with a veneer of 7mm sheet steel with metal finishes from Di Emme produce the effect of oxidised hot rolled mild steel.
Cross-sections of Genesis engines are suspended like sculptures in the studio windows and reflected in a multi-faceted mirror. The engines were manufactured in Korea from moulded plastic and 3D-printed parts, Di Emme provided the Genesis copper paint to match the pendant lights and fabricated the mirror sculpture in the companys Leichhardt workshop.
The mirror sculpture is comprised of a 3m x 2m polished-steel frame and back shell, with five bevelled mirrors, with a total weight of 280kg. The steel frame is finished in the Genesis copper.
The Impact Group were the client-side project managers for the Pitt Street Mall Genesis studio and Graphite Projects managed the construction with local design and delivery teams. Hyundai and SUH were uncompromising on quality with the Korean architects requiring sign off on all finishes and details. The ultimate result is a meticulously branded space that truly distinguishes Genesis from the standard Hyundai range.
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