Genesis opens largest-ever brand showroom in Gwangju

Genesis announced Friday the official opening of Genesis Gwangju, its sixth dedicated showroom in South Korea, following locations in Hanam, Gangnam, Suji, Anseong and Cheongju.

The venue is the first Genesis-dedicated showroom in the Honam region, offering customers the chance to view and test-drive the brand's full vehicle lineup alongside a range of exhibitions and community programs.

The building spans seven above-ground floors and three below-ground floors, with a total floor area of 9,881 square meters — the largest of any Genesis showroom. It will be open daily from 9 a.m. to 9 p.m., with closures on the first Monday of each month and on seollal, chuseok and New Year's Day and the days immediately following those holidays.

Genesis Gwangju was designed around the concept of "weaving light and reflection." The company said the concept draws on Gwangju's regional identity as a city of light and water, evoking the way light and surrounding scenery are mirrored across water and architecture, interlacing into a single unified space.

The showroom features 20 vehicles on display alongside dedicated spaces designed to offer a wide range of experiences centered on the brand's design, technology and lifestyle.

The first and second floors house a reception area and dedicated spaces for test drives and vehicle handovers. The test-drive lounge is designed to offer attentive hospitality, allowing customers to relax over Genesis's signature tea.

Floors three through five showcase the brand's full vehicle lineup, where customers can browse and mix and match various CMF (color, material and finish) options.

The sixth floor serves as a special exhibition space presenting Genesis's future vision and design philosophy. To mark the opening, the GV90 and GV90 Neolun are on display, giving customers a chance to experience the brand's vision of future luxury.

The seventh floor features the Owners' Lounge, a private space reserved exclusively for Genesis owners, along with a rooftop cafe and terrace. Customers can enjoy the brand's signature tea, snacks made with locally sourced Honam ingredients and coffee from a local roastery.

The showroom will also offer a range of customer participation programs. Various test-drive options are available to let customers experience the performance and feel of Genesis vehicles, including a region-specific course that takes in the scenic natural landscapes around Gwangju Lake and Chuwolsan.

Additional test-drive formats include a comparative drive, where customers can try two models back-to-back under the same road conditions, and an independent drive, where customers take the wheel without a staff member accompanying them.

Genesis also plans to run an outreach test-drive program to expand vehicle experience opportunities for customers across the Honam region.

The community space on the third floor will host a variety of participatory programs: a tea ceremony class exploring the brand's hospitality philosophy through tea, a lighting object class where participants craft their own lamp sculptures inspired by Genesis vehicle lamp designs, and a clay design class where children can experience automotive design using clay.

"Genesis Gwangju goes beyond simply displaying and selling vehicles — it is a space where the brand and customers connect on a deeper level," a Genesis official said. "Through programs that reflect the character of the region and a differentiated customer experience, it will serve as a key hub for expanding our presence among Honam customers and strengthening the brand's competitiveness."