JOURNEY TO THE BRANDS CORE: GENESIS STUDIO ZRICH WELCOMES IMMERSIVE MAGMA INSTALLATION INNER POWER

• ‘Inner Power’ exhibition is a unique, engaging, sensory journey for each guest, inspired by high-performance Genesis Magma
• Genesis GV60 Magma Concept on display as part of the exhibition
• The immersive exhibition will run from 6 December 2024 to 31 January 2025 with guest bookings available here

Zürich, 3 December 2024: Genesis has announced an immersive, multisensory installation at Genesis Studio Zurich, created in collaboration with the Seoul-based Korean art collective OMA Space. Opening on 6 December, ‘Inner Power’ exhibition will embody the inspiration and spirit of the Genesis Magma, offering an engaging experience followed by Genesis’ signature Son-Nim hospitality.

GV60 Magma Concept will also be displayed on the ground floor of the Genesis Studio following its Swiss debut at Auto Zürich last month. GV60 Magma, the brand’s first high-performance model, is set for production for Europe before the end of 2025.

‘Inner Power’ is an immersive and meditative art installation designed to awaken, amplify and revive each guest’s inner power, energy and vitality. Throughout a 15 minutes barefoot journey, a spiral path leads participants across lava stone, pebbles and diverse organic floor textures that warm throughout, while lighting, video and sound combine to create an entirely multisensory experience. ‘Inner Power’ blends the inspiration, performance and aesthetics of Genesis Magma, using experiential contemporary art and technology to create an engaging and memorable experience for all guests. After the experience, Genesis guests are invited to take indulge in the brand’s signature Son Nim hospitality.

OMA Space Founder and Artist, Oma said: “We are delighted, as true believers in the transformative power of art, to collaborate with Genesis and to be able to bring our art to Zurich to offer a Magma-inspired experience that reconnects people to their inner power and the pure energy of nature.”

Michael Cole, Managing Director at Genesis Motor Europe, said: “We are passionate about creating unique and rewarding guest experiences both in and outside of the car. I hope guests will enjoy this immersive journey to discover the inspiration and spirit of Magma as well as our brand’s warm hospitality at the Genesis Studio in Zurich.”

‘Inner Power’ is part of a global programme that also features an immersive light installation, ‘STARSCAPE’ opened at Genesis House in New York in November. Each activation underlines the brand’s commitment to pushing boundaries of performance, luxury and design in Genesis Studios across the world with a distinct Korean twist.

The Genesis Magma installation, ‘Inner Power’ starts from 6 December 2024 at Genesis Studio Zürich and runs until 31 January 2025. Bookings can be made here.

Notes to editors

About OMA Space

OMA Space is a creative art & design studio based in Korea. They design and create contemporary art and design works, and experiential immersive installations, that explore the interaction between humans and nature. Addressing the matter of humankind’s disconnection from the harmonizing power of nature, their art is deeply inspired by zen based spirituality, primitive forms and rituals. They have previously displayed their work at numerous global art fairs including the Venice Biennale, Milan Design Week and the Selvedge World Fair in London.

About Genesis Studio Zürich

The Genesis Studio in Zürich is one of three brand touch points in Switzerland, alongside Geneva and Basel, where customers can experience the brand and its defining features firsthand, as well as book test drives and receive assistance on any purchase queries.

About Genesis

Founded in South Korea, Genesis offers premium cars with a luxury experience and is committed to delivering an exceptional service to its customers. From its European headquarters in Frankfurt, Genesis Motor Europe operates in Germany, Switzerland and the UK. Since launching in Europe in 2021, the brand has received multiple company and product award wins across all three markets.

The Genesis range includes three dynamic pure electric models as well as the most recent addition, Genesis G90, the brand’s flagship luxury saloon. Central to Genesis’ identity is the distinctive design language of ‘Athletic Elegance’, blended with the very latest technology to deliver state-of-the-art customer features. Genesis is dedicated to a sustainable future and aims to become a carbon net zero by 2035.

For more information about Genesis and its definition of premium, please visit www.genesis.com.