Genesis Just Opened a New Design Studio Near the Beach
The sea breeze is always cool, and pretty much everyone wants to work there.By Mark VaughnPublished: Oct 10, 2025 12:00 PM EDT
Save Article
VIEW GALLERYGenesis
- Genesis opened its third design studio, Genesis Design California, in El Segundo, to fully address the needs of the North American market.
- The studio can mill two separate full-size 3D models in clay at the same time.
- Plus, there’s a Erewhon and Trader Joe’s just a couple blocks away.
Nine years after it first started looking for a place to put its new design studio in Southern California—and after considering and then rejecting the derelict Sears building in Santa Monica and some place out in Woodland Hills or Westlake Village or somewhere—Genesis has officially opened a sprawling design studio in… drum roll… El Segundo!
Don’t worry, the massive oil refinery fire last week has been put out.
The fantastically refurbished 80,000 square-foot building is only a couple blocks from an Erewhon, Trader Joe’s, an REI, and more importantly, it’s only 2.5 miles from the beach.
Related Stories
- All Great Italian Supercars Now Designed In-House
- Luftgekühlt 11 Hits a Home Run in Durham
- See the Video on the Making of the Audi Concept C
The new facility houses the workspace for 45 designers, two 3D milling machines that can make two full-size clay models at the same time, some very expensive digital scanning equipment, a 3D printing workshop, digital design lab, and an inner courtyard with a glass roof that opens just like SoFi Stadium six miles away.
Genesis completely refurbished the building into its vision of the perfect place to draw and model cars. Even if you’re not a designer you’d want to work there: Lounges appear around every corner, bright comfortable conference rooms make you want to go to meetings, and digital connections with Genesis’ other two design studios in Seoul and Frankfurt make you want to work 24 hours a day. But you don’t have to—just send your designs in digital format to the other studios then go surfing!
VIEW GALLERYGenesis
The atrium at Genesis California Design.
Where did they get the money to build this design Shangri-La? Genesis and parent company Hyundai have been growing like crazy. In the 10 years since the founding of Genesis, the brand has grown exponentially.
“Genesis is the fastest-growing brand in history,” said Hyundai Motor Company president and CEO Jose Munoz, pointing out that it beats both Tesla and Lexus.
And the North American market is the powerhouse for Genesis, Munoz said. So having a design studio in the company’s largest market only makes sense.
“At Genesis, design is brand and brand is design.”
“Genesis Design California embeds our team directly in the US market, ensuring we design vehicles that truly resonate with North American customers,” said Muñoz. “The investment in this facility and the jobs it is creating are emblematic of our long-term commitment to North America. In just 10 short years, Genesis has created an innovative design identity tied directly to its Korean cultural heritage. This studio will play a central role in shaping generations of new products that deepen the emotional connection between our brand and the customers we serve.”
“At Genesis, design is brand and brand is design,” said Luc Donckerwolke, chief creative officer of Genesis. “Genesis Design California is the embodiment of this. It embraces our distinctly Korean identity creating a space that inspires creativity. I cannot wait to see that inspiration come to life in the team’s work.”
VIEW GALLERYMark Vaughn
A full-size clay model
Genesis says the studio will drive “a wide spectrum of creative work, from production and advanced automotive projects to explorations in air mobility, robotics, and cutting-edge CMF trend research. The team will also develop virtual imagery and films to support product storytelling, reinforcing Genesis’s vision of design as a multidisciplinary practice that extends beyond the traditional automotive landscape.
Not California enough for you? Consider this missive from the press release: “The space is designed to place visitors in a meditative state of mind distinct from the outside world. The restrained yet warm aesthetic of Genesis Design California promotes a sense of calm and focus, expressing a reverence for design to reflect the values of the Genesis brand.”
Like, namaste, man.
Mark Vaughn grew up in a Ford family and spent many hours holding a trouble light over a straight-six miraculously fed by a single-barrel carburetor while his father cursed the Blue Oval, all its products and everyone who ever worked there. This was his introduction to objective automotive criticism. He started writing for City News Service in Los Angeles, then moved to Europe and became editor of a car magazine called, creatively, Auto. He decided Auto should cover Formula 1, sports prototypes and touring cars—no one stopped him! From there he interviewed with Autoweek at the 1989 Frankfurt motor show and has been with us ever since.
