Hello Genesis, IAA 2021

Genesis starts in Germany and invites to the BlackHouse. What could be more special than inviting someone to your home? In an atmosphere characterized by appreciation and openness, one gives oneself to the guest – the guest is king. In Korea, this is called »Son-Nim«.

We developed a new format for this – in the spirit of our partnership and as a brand experience. Instead of building a booth at the IAA, Genesis decided to be a part of Munich, a part of Germany. This is how Genesis defines a different kind of luxury: new encounters, new relationships, new experiences.

A crazy house party on six floors

We took the guests on a journey – through the house, through new experiences, on each floor and in each room a different theme: A Korean kiosk in the elevator with concierge service. A design studio including the G70 Shooting Brake on the terrace. Film highlights from the Busan Film Festival in our cinema. A floor of silence with acupuncture, palm reading, tea ceremony. A video installation that made the guest a part of the festival and the house. In sum, a crazy house party on six floors.

It’s all about trust

When you change the process, different results emerge. This takes courage and mutual respect. Maybe that’s the origin of any new form. In any case, it’s what Genesis associates with its understanding of luxury and its clients: Trust.