Genesis lounge unveils Korean-inspired whisky bar experience. (Image courtesy of Genesis)
SEOUL, July 3 (Korea Bizwire) — South Korean luxury auto brand Genesis opened the doors of its exclusive Genesis Lounge in Seoul’s Shilla Hotel to local media this week, offering a curated experience designed to embody the brand’s philosophy of “Distinctly Korean” luxury through architecture, design, music, and cuisine.
The lounge, located on the fifth floor of the Shilla Hotel, blends panoramic views of Namsan and the hotel’s traditional guesthouse with understated, elegant interiors inspired by Korean aesthetics.
The space features open and minimalistic design based on the traditional Korean concept of “teo” — or spatial emptiness — and incorporates materials such as granite, iron, acrylic, and clay to reflect light in nuanced ways. Korean hospitality culture was also woven into the experience, with curated touchpoints engaging all five senses.
Vice President Song Min-kyu, head of the Genesis division, guided reporters through the space, describing it as a physical embodiment of the brand’s core identity. “Genesis is rooted in Korean originality and elegance,” he said. “This lounge reflects our interpretation of the harmony between East and West, tradition and modernity.”
Sound played a central role in the experience, with soft jazz, pop, and classical music filling the sound room as guests viewed the cityscape through floor-to-ceiling windows. Visitors also dined at tables inspired by traditional Korean jogakbo patchwork, sampling modern interpretations of Korean cuisine, including summer vegetable dumplings, grilled eel rolls, and aged Korean beef.
Song emphasized that experience, rather than marketing alone, would be key to Genesis’s expansion strategy in emerging luxury markets like China. “We’re focusing on connecting with the emotional sensibilities of younger consumers,” he said.
Addressing challenges in the U.S. and Europe, Song highlighted Genesis’s selective supply approach in the American market, where tariffs have complicated operations. “Instead of joining the discount race, we preserved brand value by limiting supply and emphasizing design excellence,” he explained.
Genesis Lounge Sound Room
He acknowledged difficulties in the European market, citing cultural alignment as a major barrier. “While American consumers prioritize performance and pricing, European buyers place greater value on emotional resonance and cultural fit,” he said.
The Genesis Lounge — a collaboration with one of Korea’s most prestigious hotels — marks both a celebration of the brand’s 10-year milestone and a clear statement of its ambitions to define Korean luxury on the global stage.
Lina Jang (linajang@koreabizwire.com)
