Inside Genesis Studio California: An Unprecedented Concept and the New Prestige Black Collection
El Segundo, CA – Just weeks before celebrating its 10th anniversary, Genesis invited a select group of dignitaries and members of the press to officially unveil its newest addition: Genesis Design California. Following the brand’s facilities in Namyang, South Korea, and Rüsselsheim, Germany, the city of El Segundo near Los Angeles is now the home of a state-of-the-art Genesis creative space.
Covering 80,000 square feet, the complex sits in an industrial neighborhood flanked by train tracks and some of the busiest freeways in the country. Yet, it stands out for its light-filled architecture and connection to nature — a deliberate reflection of the Korean design philosophy of balance between work and the great outdoors.
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The exterior combines warm wood elements with a black steel frame nestled between two anthracite-gray pavilions. But the true magic happens once inside. The moment you step into the building, you realize that Genesis’ artisans abide by a totally different set of rules. And when you follow the daily routines of the 45-member design team, you notice that everything has been meticulously designed to inspire creativity and shape the brand’s future products.
Expansive glass walls, skylights, and even a retractable glass roof flood the interior with natural light. At the center lies an open-air courtyard, where two vehicles are showcased on rotating display platforms — one of the many surprises within this sanctuary of creativity. Behind one of the courtyard’s doors hides the main modeling studio, where concepts are sculpted using advanced computer-enhanced machinery. According to David Briggs, head of modeling, the facility can handle up to four full-size concepts simultaneously — a testament to its scale and ambition.
Surprise: an unfinished single-seater concept
During our visit, we were fortunate enough to catch unexpected glimpse of something special — a concept car not yet unveiled to the public. Dubbed the X Gran Berlinetta Single Seater, it builds upon the X Gran Berlinetta Vision Gran Turismo revealed in 2023, now reimagined as a track-oriented single-seater.
The unfinished body, defined by its stunning elliptical curves, was on display for a live digital scanning demonstration. Unlike the 2023 Vision GT concept, this one proudly features a central exhaust outlet — a subtle but telling sign that Genesis hasn’t turned its back on internal combustion just yet.
During the presentation, José Muñoz, President and Chief Operating Officer of Hyundai Motor Group, reaffirmed that Genesis will continue exploring every form of powertrain to best meet the needs of different markets. The brand could very well choose to reveal this striking design study in November, coinciding with its 10th anniversary celebrations.
Coming soon to Canada: the Prestige Black Collection
Closer to home, Genesis also showcased its new Prestige Black Collection. As the name suggests, this collection will dress 80 and 90 series models in black — including the G90 and G80 sedans, as well as both versions of the GV80 SUV (regular and Coupé). The recipe, familiar across the luxury industry, is Genesis’ own take on bold sophistication and understated sportiness.
The Prestige Black trim embodies the ultimate expression of refinement and daring, while hinting at the brand’s performance future through Genesis Magma, its new motorsport division.
While the “blackout” treatment might appear simple at first glance, it requires meticulous material work to achieve the perfect balance of contrast and depth. The grille, bumper inlets, headlight surrounds, Genesis emblems, window trim, and door handles are all finished in deep black, and even the driver-assistance radar wears an exclusive dark motif.
The signature color used in this collection is Vik Black, an intense, pearl-flecked shade inspired by Iceland’s volcanic beaches. Alternatively, buyers can opt for Uyuni White, a luminous pearl tone named after Bolivia’s famous salt flats. Each model rides on exclusive black wheels ranging from 20 to 22 inches, depending on the trim. We were especially impressed by the new G90 wheel design, which pairs elegance with bold presence.
Inside, the Black Collection vehicles provide a fully immersive setting: black Nappa leather upholstery with unique stitching patterns, open-pore black ash wood trim across the dashboard, console, and doors, and even anodized black finishes on knobs, switches, handles, and speaker grilles.
Now, all that remains to be seen is whether the public will embrace this darker, more assertive side of Genesis. In Canada, pricing for the G80 Prestige Black starts at $90,150 (all fees included, before taxes). The GV80 Prestige Black is priced at $100,150, while the GV80 Coupé version climbs to $108,150. At the top of the range, the G90 Prestige Black commands $121,650.
