“Big Apple, Small Car”, Genesis Mint Concept, New York, 2019

No other city worldwide is better suited to present the Genesis Mint Concept, the brands’ new electric car, to the world at large than New York City.

We could have simply joined the lineup at the NYIAS trade show like all other automakers. Instead, we moved this futuristic car’s launch to the hottest place in the city, Hudson Yards, and turned it into a fashion show in collaboration with Condé Nast.

At the heart of the town, where no such event had ever taken place before, we staged the brand-new city car by the luxury brand amidst super-sized iconic accessories for today’s digital urban lifestyle. Small everyday objects, just like this small car in the Big Apple.

The picture shows dancers, models and the Mint Concept of Genesis on Hudson Yards.