Genesis Motors is the first luxury car brand to launch in Korea. In times when the developments in global politics and the situation in the devided country were tearing things further apart, Genesis wanted to give the people in its home country something they could be proud of – something that would bring them together. So while the automotive industry met at the IAA in Frankfurt, Genesis hosted a festival in their home town, Seoul: 20,000 free tickets for a one of a kind event in the city’s iconic Olympic Park to mark the launch of the new G70. We designed the fully animated stage for the people in Seoul, and invited stars like Gwen Stefani, Andra Day, and CL, as well as a fashion show by Jeremy Scott.
In this one night, and on this stage, the Genesis Motors brand was no longer a car company. It became a symbol of pride for Korean people. And touched the heart of 50 million people.