World's Biggest Genesis Showroom: Visit for the Cars, Enjoy the Tea

      Jeff Kim

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      Resembling a massive gift box crafted from aged steel, the Genesis Suji flagship showroom in Seoul, South Korea, stands prominently against the bustling city skyline. The reddish exterior is intentional, as the steel plates designed to rust will eventually reveal a vibrant and distinctive color. This is not merely another multifunctional space for an automaker's administrative and sales teams. Instead, Suji aims to make every visitor feel like the brand’s “Son-nim,” or “very special guest.”

      Created by Suh Architects, who also designed the elegant Genesis House in New York City, Suji encompasses 54,000 square feet, making it the largest standalone showroom for the brand globally. Each of its four floors is dedicated to a specific model line, while the lobby maintains an extremely minimalist design with just one G90 long-wheelbase sedan as its centerpiece. Adjacent to it, a three-story glass display case captivates with numerous full-size models on display.

      Whether you're interested in the young brand's philosophy or simply want to explore every car and SUV it offers, Suji serves as a dedicated experience center where countless potential Genesis buyers can consult about upcoming purchases. More importantly, it’s also where many South Koreans will buy, customize, and receive their vehicles in a truly special manner.

      The Space

      The idea of a luxury automaker having a flagship showroom or "house" is not new. However, such showrooms are typically seen in the upper echelon of luxury brands, like Bentley, Maybach, and Rolls-Royce. These brands recognize the need to pamper their discerning clientele with luxurious environments and custom experiences.

      Nonetheless, the Genesis property feels distinctly different from the experiences offered in Goodwood or Crewe. While it is equally upscale, it is considerably less extravagant. It’s as if renowned car designer Luc Donckerwolke influenced the design, given his penchant for reductive design and “less is more.”

      While the interior features ample concrete, metals, and textured woods, it manages to convey a modern and high-tech ambiance while still exuding warmth. If the concept of “modern and high-tech with a warm human touch” seems elusive, you're not alone. It can best be described as modern yet approachable, minimalistic yet satisfying.

      The fulfillment guests experience at Suji is exemplified by its cozy delivery room, which is, in my opinion, truly unique among luxury dealerships and delivery spaces I’ve seen.

      Delivery Ceremony

      During my visit to Suji, Genesis staff simulated the delivery process a buyer would experience there. This occurs on the lower level, separated from the showroom by glass walls. Directly opposite the seating area is the delivery bay where the awaiting vehicle (likely a G90) is poised to meet its new owner.

      When the owners arrive, they receive a warm welcome from the Genesis team and are offered the brand’s special tea. This is not a casual handing over of a cup but an entire tea ceremony featuring the signature Genesis Ogam tea blend. After guests have settled and enjoyed their tea, the main event begins.

      The new car designated for delivery is spotlighted, and two robotic arms beside it begin a choreographed movement that mimics the meticulous inspection process performed at the Ulsan factory, located a few hours from Seoul. In this showcase, the robot arms, which would normally have sensors to evaluate the car's paint and panels, are equipped with cameras. These cameras capture images from all angles (including underneath the vehicle), which are then displayed on monitors in the lounge for the owners to see while relaxing.

      Upon completion of the robotic inspection, the car is then automatically moved into a secondary delivery bay, just a few feet from the owners' seating area. It rotates, completing the delivery process. At this point, the owner is congratulated, provided with documentation, gifted flowers, and introduced to their new vehicle.

      Overall, it's an experience that, while not obligatory, exemplifies Genesis’ commitment to customer service. Notably, this unique experience is offered at no extra charge, and appointments are scheduled well in advance.

      Currently, Genesis does not provide this same experience in the U.S., but it is gradually establishing standalone Genesis dealerships that incorporate similar delivery lounges. Although some sales still occur at Hyundai dealerships in various cities, the burgeoning brand has accomplished a significant amount in just ten years.

      Finally, with keys in hand and in the comfort of their quilted leather seats, the overhead door opens, allowing new Genesis owners to depart in style, all while savoring their lovely tea.

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