Genesis has officially opened a new 80,000-square-foot design studio in El Segundo, California, solidifying its position as a truly global luxury automaker. Called Genesis Design California, the studio will serve as the brand’s western creative hub alongside design centers in Seoul and Frankfurt, enabling a 24-hour workflow that spans three continents.
The new facility features advanced modeling and visualization tools, including full-size clay milling machines, 3D printers, a digital scanning suite, and a color, materials, and finish (CMF) laboratory. More than 40 designers will work on everything from production vehicles to future concept cars, robotics, and even virtual brand experiences.
Luc Donckerwolke, Genesis’s Chief Creative Officer, described the studio as “a sanctuary for creativity and collaboration,” emphasizing that “design is the brand and the brand is design.”
Why California Matters
Southern California’s unique car culture makes it a strategic choice for Genesis. The area’s lighting and climate help designers evaluate cars in natural conditions, while proximity to luxury and EV competitors allows Genesis to stay in tune with American market trends. The building itself features a minimalist layout with wide-open spaces, natural light, and sustainable materials, embodying the same “Athletic Elegance” that defines Genesis vehicles.
The move also signals how Genesis is accelerating its luxury ambitions in the U.S. market, distancing itself from parent brand Hyundai. Having an independent studio in California gives Genesis freedom to craft vehicles that align more closely with Western tastes and expectations.
Tied to a Bigger Product Push
The design center arrives at a pivotal moment for Genesis. Its core SUV lineup continues to evolve, with the GV80 leading the charge. The recent comparison between the 2025 Genesis GV80 and the 2025 Acura MDX underscores how the refreshed model is commanding premium status with upgraded design, cabin materials, and advanced safety tech.
An electrified version is also imminent, Genesis is preparing a hybrid GV80 that blends performance and efficiency without compromising luxury. The design team in El Segundo will likely play a role in shaping that evolution, refining how electric and hybrid models fit within the brand’s aesthetic and emotional DNA.
And for those craving performance, the brand’s upcoming Magma division continues testing its 700-horsepower halo SUV. The sub-brand aims to bring Hyundai N-level dynamics into Genesis’s luxury world, proof that design and performance are converging in the company’s next chapter.
Why It Matters
The El Segundo studio represents far more than new office space, it is more of a creative statement for the company. Genesis is betting that design leadership, not just engineering, will define the next generation of luxury. As electrification reshapes the market, the ability to combine emotion, craftsmanship, and advanced technology will be what separates emerging luxury players from established names.
By embedding itself in California’s creative ecosystem, Genesis is positioning design as its most powerful competitive advantage, and a clear signal that the brand’s next wave of vehicles will be conceived, sculpted, and styled closer to its most influential audience.
