• by Tanya Gazdik , November 14, 2024

Genesis is partnering with creative director Ethan Tobman on an immersive light installation at the brand’s flagship Genesis House space in New York. 

Celebrated for his creative direction on Taylor Swift’s record-breaking Eras Tour, Tobman draws inspiration from the Korean Winter Solstice, Dongji, to transport guests at Genesis House through the longest night of the year in a multisensory experience.

The brand is showcasing the experience on social media posts, including both Tobman and the brand's Instagram pages. 

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.’

The exhibit, which opens Nov. 14 and runs through Jan. 12, is called “Starscape." Inspired by the night sky, “Starscape" immerses visitors in a world of bright constellations and glowing embers. 

The design transforms Genesis House into a “vibrant environment that honors the Korean heritage of the brand and celebrates the winter season through a dazzling journey that blurs the lines between the physical and digital worlds,” according to the automaker. 

“At Genesis House, we aim to bring truly one-of-a-kind experiences to our guests that reflect our commitment to audacious design while honoring our distinctly Korean heritage,” said Rachel Espersen, executive director of brand experience, Genesis House and Studios, at Genesis Motor America, in a release. “Ethan Tobman brings his unique talent for visual storytelling with cutting-edge design to our oasis in the heart of New York City’s Meatpacking District to create a unique journey through the winter solstice.”

Last year, the automaker partnered with Boston Dynamics and the Council of Fashion Designers of America for three immersive activations.