“Driven by You”, Genesis Studio Essentia, 2018


What does luxury mean today? Do we only mean extraordinary design and highest quality? Or does luxury mean more to us today?
 With the concept car Essentia, the Korean luxury car manufacturer Genesis shows its own visionary interpretation of luxury. But how can a new car brand engage with people? With intelligent technologies, the Essentia adapts perfectly to individual needs – driver, vehicle and environment merge into an experience of luxurious light-heartedness. But a concept car is not designed to be really tried out and driven on the road. So how does it feel to drive a prototype in New York?

Our Idea: We make installations in showrooms. In this case we mix reality and fiction and let people interact with the concept car. The visitor can drive the vision by being cut into a clip in which the 3D-animated vehicle drives through the streets of New York. Thus a real person is incorporated into a fictitious film. The film is then turned back into reality by the visitor sharing his personal film in the social media with his friends which makes him part of something bigger. This mixture of reality and fiction creates a real, divisible experience of Essentia that gives people an idea of what it feels like to drive this car and keeps the community growing.

The concept car Essential by Genesis is on display in the showroom of the Shopping Mall in Hanam. A Genesis employee films a visitor sitting on a freestanding driver's seat with the iPad. The picture shows a Macbook on which the video with the visitor is played. On this picture the video with the visitor is played on an iPhone. Visitors photograph the Concept Car Essentia in the showroom.