As part of an event organized by Genesis, during which we got a close-up look at the new 2026 GV70, the brand also announced that it would be opening a design centre in Los Angeles, California.

The opening is scheduled for the first quarter of 2025, which coincides with the Korean luxury car brand’s 10th anniversary.

For Luc Donckerwolke, head of Genesis’ creative office, El Segundo is the perfect place to establish such an infrastructure because of its artistic component and the importance of car culture in Los Angeles County. The design centre will employ 45 people on a 7,432-square-metre site.

The new Genesis Design Centre will include a clay workshop, a digital laboratory, a library, and a place to study and develop colours and finishing materials.

With this new design centre, Genesis intends to preserve its Korean heritage with a tearoom and outdoor gardens.