genesis Opens Largest Brand Showroom in Korea in Cheongju…More Than Just Cars

genesis Opens Largest Brand Showroom in Korea in Cheongju…More Than Just a Car

hyundai Motor’s premium brand , Genesis, has opened a new multi-cultural exhibition center in Cheongju, Chungcheongbuk-do. More than just a place to sell vehicles, the space is designed to be a hub for luxury brand experiences, and was officially opened on April 25, 2025,under the name ‘Genesis Cheongju’.

located at 257, Jikji-daero, Heungdeok-gu, Cheongju-si, Genesis Cheongjuboasts the largest Genesis exhibition center in Korea, with a total gross floor area of 6,953 square meters, six floors above ground and two floors below ground. the Cheongju location, the fifth to open after Hanam, Suji, Gangnam, and Anseong, sets a new standard as an ‘experiential cultural space where brands and customers interact‘.

space design: Emotional connection with the theme of “on

the spatial concept of the exhibition center is called ‘Turning on by sympathy‘. this refers to both the form of stacked layers and the meaning of “turning on” the light, and conveys the philosophy that the emotional overlap between the customer and the brand creates a true connection. the exterior consists of a glass curtain wall, designed to allow natural light to change the mood of the space over time.

floor-by-floor organization: embracing the Genesis brand and lifestyle

• level 1: Reception area under a wooden canopy with traditional Korean aesthetics
• 2nd floor: Genesis Home & Office Collection, model exhibit of Cheongju’s iconic architecture
• levels3-4: Exhibition of 10 major models including G90, GV80, etc. and interior and exterior CMF experience spaces
• 5th floor: A special exhibition room that translates the brand philosophy into art. currently, the ‘Garden of Time‘ exhibition in collaboration with metalworker Cho Sung-ho is on display until July 6th
• 6th floor: Community Lounge for customer interaction and Owner’s Lounge, a space exclusively for Genesis owners

genesis Customer Experience Expands with Experiential Content

more than just a car showroom,Genesis Cheongjufunctions as a brand platform centered on emotional experiences and communication. we offer a variety of programs, including ‘regional-specific test drives’ where you can experience driving courses that make use of local characteristics, customized test drives for owners, and VIP test drives that focus on backseat experiences.

in addition, we also offer customer-participation workshops such as making traditional Hanji mood lamps and resin art classes to enhance the emotional connection with the brand. programssuch as unveiling ceremonies, exclusive lounge reservations, and classes for owners are alsobeing expanded to further enhance customer contact.

genesis proposes a ‘lifestyle’ beyond the automobile

“GenesisCheongjuis a space that combines the craftsmanship of Cheongju with the brand philosophy of Genesis,” said a Genesis representative. “It will be more than just a place to buy, but a brand hub where customers can fully experience the luxury lifestyle of Genesis.”

what’s next for Genesis as it moves beyond cars to culture? the dedicated Cheongju showroommarks another milestone in that journey.