• by Tanya Gazdik , December 26, 2023

Genesis unveiled three immersive activations earlier this month featuring partners Boston Dynamics and the Council of Fashion Designers of America.

The activations from the Hyundai Motor Group luxury brand are at the brand’s dedicated 46,000-plus square foot public-facing space in New York’s Meatpacking  District neighborhood, which opened in November 2021.

Genesis and Boston Dynamics, also part of Hyundai Motor Group, have teamed up for an interactive showcase that celebrates innovation through exploration against a distinctly Korean backdrop. 

“Innovation Playlab at Genesis House” allows visitors to interact with Boston Dynamics’ pioneering robots. Genesis House will host Spot, a mobile robot, for an interactive experience within the Cellar Stage. Spot’s cutting-edge technology will be demonstrated through a series of touchpoints, including a live vehicle diagnostic during which Spot will showcase the details of a Genesis vehicle. 

“Spot’s Terrace” will feature Spot demonstrating his mobility capabilities on a stage with an LED light display, as a nod to Genesis House’s Winter Lights installation on the second floor Terrace. 

In another activation, the Genesis House Terrace allows visitors to view Winter Lights, an illuminating experience alongside New York City’s High Line inspired by Genesis electric vehicles’ vehicle-to-load capabilities.

“Featuring the GV60 as the focal point of the installation, Winter Lights will pay homage to the design principle of tension and balance with two interactive LED screens for visitors to discover their own meanings behind each,” according to a release. 

Finally, Genesis and the Council of Fashion Designers of America are continuing their partnership by bringing designer creations to life using Genesis vehicles. 

Designers including Adam Lippes, Alice & Olivia, Altuzarra, Carolina Herrera, Christopher John Rogers and Rosie Assoulin will showcase their designs wrapped across the full Genesis vehicle lineup. 

Each vehicle will feature a custom display showcasing the design inspirations and runway debut as part of a limited-time installation on the first floor showroom level.