Hyundai’s premium brand Genesis has opened its world-first ‘Studio’ at home in South Korea.
Situated in Starfield, a new cultural complex in Hanam (30kms east of the nation’s capital Seoul), the Studio isn’t just a new car showroom but rather a so-called ‘brand space’ where visitors can get to know Genesis.
Yes, the first Studio (on the second floor of the complex) does have a G90 limousine, G80 and the soon-to-launch G80 Sport on display but, for example, the doors of the G80 and G90 are finished in all of the available colours and trim choices so visitors can see first-hand the quality and attention to detail which distinguish Genesis from its cousin Hyundai.
And, yes you can talk finance and organise a test drive but the Studio has a stress-free vibe where visitors are encouraged to get to know the brand’s philosophy and attributes rather than crunch a deal on free floor mats.
The Genesis Studio in Hanam is the first and we can expect a diverse range of other Studios to open in other high-traffic locations around the world - but Parramatta Road, Sydney is probably not a location under consideration.
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