The luxury sedan brand Genesis under South Korea’s top automaker Hyundai Motor Co. will open its first stand-alone exhibition center in Gangnam, an affluent area in the country’s capital city that is crowded with high rise buildings and posh shops.

The company said on Thursday that it will open an exhibition center dedicated to provide its visitors tailored purchasing and test-driving experiences of Genesis vehicles on Saturday. The center will display the Genesis lineup composed of the EQ900, G80 and G70 in a wide range of color options.

The new Genesis display center has two floors commanding a space of 1,293.6 square meters in total. For the design of the building, Genesis collaborated with Dutch architectural firm Office for Metropolitan Architecture founded by globally renowned architect Rem Koolhaas.

Genesis already has a special display center, dubbed Genesis Studio, at the Starfield Hanam in Gyeonggi Province, but the new exhibition center will offer its visitors different experiences from the previous one by focusing on hands-on driving experiences that meet special demands from a potential customer, said an official at Genesis.

The company said that when a customer visits the center, he or she will be accompanied by an individual process director who will explain the purchase procedure in details, while a curator will introduce the customer to a special vehicle arranged based on bespoke demands and provide test driving services.

For example, at the center’s so-called Launch Bay, visitors can drive the cars painted in color of their own choices and will learn how to operate the cars using a special app that will support augmented reality and virtual reality experience.

Genesis Gangnam will open from 9:00 a.m. to 9:00 p.m. every day upon reservation except for New Year’s Day, Lunar New Year’s day and the Chuseok (Lunar Moon) holiday.

By Lee Seung-hoon and Lee Ha-yeon

[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]