

2024.06.24 GENESIS
The GV70 plays a crucial role in extending the reach of the Genesis brand; In the highly competitive global luxury midsize SUV market, the GV70 stands out with its harmonious blend of elegance and dynamism, complemented by high-performance elements. This unique value proposition has garnered praise from automotive experts and consumers from all over the world, boosting Genesis sales both domestically and internationally.
The newly refreshed Genesis GV70 features more refined details and a higher degree of completeness. With fresh interior and exterior designs and enhanced features for a comfortable and convenient driving experience, the GV70 is poised to captivate customers. To introduce the revamped model, Genesis set up a special exhibition space at its Suji location, titled "GV70: Making Every Moment Stylish." This article introduces the multifaceted charm of the GV70 at the exhibition in detail.
The exhibition, "GV70: Making Every Moment Stylish," is set on the 4th floor and rooftop of Genesis Suji. It is divided into themed sessions highlighting the new GV70's main features and attractions. The 4th floor primarily focuses on the interior and exterior design elements of the GV70, featuring immersive experiences with sound, ambient mood lamps, and mood curators that appeal to the senses.
Upon entering the 4th floor, visitors are greeted by three GV70s, each showcasing different colors, wheels, and specifications. This setup allows potential buyers to compare various configurations of the same model in one place.
On the right side of the exhibition, visitors can experience drawing sketches, various decorative trims (high-gloss, carbon, and real aluminum), natural and Nappa leather in different colors, exterior color chips, and wheel designs. This hands-on approach provides valuable insights for those considering purchasing the vehicle.
One wall is entirely dedicated to the G-Matrix Crest Grille design, featuring the dual-line headlights and double-layered crest grille of the standard and sports package models, emphasizing their differences. From the moment the exhibition opens at 9 a.m., the space is bustling with visitors eager to explore the GV70's allure. Many visitors, after examining the materials and designs, used the three configurator monitors to customize their own GV70s, leading to some even requesting purchase consultations.
The left side of the 4th floor features a media wall introducing the GV70's premium sound system, with two GV70s on display in different specifications. The media wall visually explains the principles and effects of the Bang & Olufsen high-resolution audio system and Dolby Atmos® immersive sound technology. Notably, the GV70 is equipped with the Bang & Olufsen 14 channel - 16 speaker system and the luxurious Dolby Atmos, offering a rich, 3D surround sound experience.
In the 'Emotional Tech' space located in the center of the 4th floor, visitors could deeply experience the GV70's ambient mood lamps and Dolby Atmos sound, as well as the mood curator, through an immersive cinema-themed exhibition designed to evoke the passenger's emotions. Entering this area felt like stepping into a dark theater, where the GV70 was presented. Upon boarding the GV70, a pleasant fragrance greeted visitors despite the vehicle being new, thanks to the newly applied mood curator that allows for the selection of three different scents. Guided by staff, visitors could see the ambient mood lamps changing colors in real-time, transforming the entire space to match.
As Dolby Atmos-supported audio and cinema clips played, the immersive sound enveloped the space, creating an experience akin to an actual concert hall or theater. This sensory exhibition aimed not only to highlight the GV70's appeal but also to convey the luxury and experiential journey that Genesis strives for through visual, auditory, and olfactory senses.
Customers who experienced the Emotional Tech space expressed high satisfaction with the exhibit and the GV70. The immersive experiences in the cinema-themed zone were particularly well-received. On-site, visitors shared their thoughts: "I had already signed a contract for the GV70, but after experiencing the Bang & Olufsen sound system here, I changed my contract to include that option, even though it would delay my delivery," said one. Another noted, "Most showrooms are brightly lit, but it was great to experience the ambient mood lamps in this dark space." Others commented, "The ambient mood lamps have become even more sophisticated and emotional," and "The cinema-like sound is impressive, but the more boldly applied ambient mood lamps make the GV70 even more elegant."
When visitors moved up to the rooftop, they were greeted by a matte Ceres blue GV70. To showcase the new exterior color of the GV70, a rooftop lounge was set up under the mild weather, allowing visitors to view both the standard model and the sport package model in Ceres blue. This color was inspired by 'Ceres,' the first dwarf planet discovered by humanity. The mystical image of Ceres, known for its ice volcano craters scattering light in a dreamy hue, is modernized in Ceres blue, offering a dynamic color effect that shifts between blue and deep gray depending on the viewing angle and light.
On a special stage in the middle of the rooftop, a GV70 in glossy Ceres blue was displayed. This session allowed visitors to leisurely observe the glossy Ceres blue GV70 from a 360° angle in natural light. Rocks in Ceres blue color were used as key objects to enhance its mysterious image. Around the special stage, outdoor furniture and parasols were arranged for visitors to relax and enjoy the cars.
The rooftop bar welcomed guests with three non-alcoholic cocktails, so called mocktails, developed in collaboration with the F&B department of a luxury hotel in Seoul. These mocktails, named after the GV70's main colors - Ceres blue, Capri Blue, and Storr Green - captured the visual characteristics and unique emotions of each color, receiving enthusiastic responses from visitors.
Every Saturday from 7 to 8 PM, a jazz performance by the Moon Jazz Band was held. The music, synchronized with the sunset, reflected the GV70's design philosophy of dynamic elegance. The improvisational jazz, emitting creative energy, mirrored the GV70's dynamism. The mystical and dreamy tunes inspired by the Ceres blue concept followed. Towards the end of the performance, jazz arrangements of the latest K-POP songs elicited strong reactions from the audience. The jazz performance, embodying the essence of the GV70 and Ceres blue, concluded with an encore due to the overwhelming support from the audience. In this way, visitors could enjoy a special time with the GV70 and the relaxed atmosphere unique to the Genesis brand through the event “GV70: Making Every Moment Stylish.”
The new GV70 is a facelift model refined with Genesis's design philosophy of "Athletic Elegance," featuring meticulously polished exterior and interior designs and enhanced product features. It further establishes its identity as a luxury SUV with improved ride comfort and increased quietness, along with augmented emotional and convenience features for a more comfortable travel experience.
The exterior is elevated with precise and elaborate details, enhancing design completeness. The front bumper has been redesigned with larger air intake holes, imparting a sporty driving feel. Additionally, the xrest grille has been refined with a dual mesh structure, enhancing its mature aesthetic, while the iconic Genesis two-line headlamps now feature MLA (Micro Lens Array) technology, achieving a blend of advanced technology and elegance.
The side profile is accentuated by newly designed 21-inch dark metallic glossy gray wheels. Many visitors marveled at the black dual lines printed where the rim and spokes of the 21-inch wheels meet, often touching them out of curiosity. The GV70 Sport Package showcased in the exhibition received high praise from visitors, with comments such as "The dynamic and sporty image is even more pronounced," and "The design of the 21-inch sport package wheels seems to be the highest level among production cars." The rear of the GV70 has been updated with integrated rear lamps, enhancing visibility, and the rear spoiler's high-mounted stop lamp (HMSL) now has a streamlined shape for a clean and neat image.
Inside, the GV70’s interior design identity, characterized by elliptical shapes, has been further evolved into a space offering a high-tech and luxurious experience, including the newly introduced mood curator with fragrance systems. A notable feature is the 27-inch integrated wide display combining the cluster and infotainment system, along with a touch-type climate control system. The expanded ambient mood lamps, harmonizing with the 27-inch integrated wide display, add an extra layer of elegance.
These features not only provide a simple visual presentation but also function as essential elements for conveniently delivering various driving information and entertainment functions. Additionally, the ambient mood lamps extending from the upper door trim to the center fascia, crystal-shaped electronic shift-by-wire (SBW), and newly designed two-tone steering wheel further elevate the sense of luxury.
This special exhibition is not only an opportunity to explore the various charms of the newly updated GV70 but also an event to experience the values pursued by the Genesis brand. Senior Manager Lee Sung-Jae from the Domestic Marketing Team, who planned this exhibition, talks more about the event that highlights the diverse appeal of the GV70.
Q: What are the attractions and values embodied in the GV70?
Senior Manager Lee Sung-Jae I The GV70 is one of the youngest vehicles in the Genesis lineup, characterized by its dynamic nature. When we look at the reasons why customers choose the GV70, a significant portion is due to its exterior design, which means the vehicle has a high level of design completion. While planning and preparing this exhibition, we confirmed that customer satisfaction with the GV70's design and features is very high. We confidently say that the GV70 is a versatile vehicle in various conditions.
Q: What message did you want to convey while preparing for the GV70 launch showcase?
Senior Manager Lee Sung-Jae I The concept of this launch showcase is Making Every Moment Stylish. Recently, effortlessly chic styles, like the "old money look," have gained attention for their harmonious and stylish appearance. True elegance for a luxury brand should possess inherent beauty without effort. The style of the GV70, showcased in this exhibition, is not just about outward appearance. We also focused on the immersive entertainment features and stylish latest technology of the GV70.
This is why we put so much effort into the immersive "Emotional Tech" spaces on either side of the center of the 4th floor. In this light-blocked space, visitors can fully immerse themselves in the high-quality sound of the Bang & Olufsen sound system and the three-dimensional surround of Dolby Atmos. We also synchronized the ambient mood lamps of the vehicle with the indirect lighting in the immersive "Emotional Tech" space to provide a rich visual experience. Through this exhibition, we wanted to showcase the stylish aspects of the GV70, down to the emotional details.
Q: The rooftop stage for the GV70 is unique. What does the design of this stage signify?
Senior Manager Lee Sung-Jae I Not many know that Genesis Suji has an open rooftop. It's a place I personally cherished, and while preparing for the GV70 launch showcase, I discovered the mysterious changes in the Ceres Blue color under different lighting conditions. Ceres, the first asteroid discovered by humanity, is known to reflect a blue and purple hue due to the salt and ice volcanoes on its surface. Inspired by Ceres, Ceres Blue is a color that changes subtly depending on the brightness of the light and the weather conditions.
To highlight these color changes from morning to evening under natural light, we chose the rooftop and created a small special stage inspired by Ceres. The special stage is designed with plates made of small pebbles hardened together, with rock-shaped objects placed on top. We collaborated with a renowned art group known for their large-scale exhibitions using natural materials to create this three-dimensional display. As a result, one customer visited the exhibition four times to see the various shades of Ceres Blue before deciding to purchase the vehicle.
The rooftop cocktail bar offers drinks named after the GV70’s color options: Ceres Blue, Capri Blue, and Storr Green. These mocktails, created in collaboration with a luxury hotel’s F&B department in Seoul, capture the visual characteristics of each color. It was challenging to achieve the deep colors of the GV70, but by blending various ingredients, we created these special cocktails. The jazz performances held on Saturdays feature a playlist inspired by the GV70’s style and dynamic elegance. We hope many visitors to this exhibition will enjoy the changing hues of the GV70’s Ceres Blue under the sunset, along with non-alcoholic cocktails and jazz performances.
Q: What are your thoughts on planning this launch showcase?
Senior Manager Lee Sung-Jae I The GV70 is well-loved for its excellent product features and design. It helps elevate Genesis as a luxury brand recognized for its high value, transcending age, gender, and nationality. We put a lot of effort into this launch showcase to convey the significance of this vehicle and the key features of the facelift model. We hope this exhibition will allow customers to experience firsthand the various advantages of the GV70 that enhance every moment with style.
As we have seen, "GV70: Making Every Moment Stylish" provided a unique experience to appreciate the diverse charms of the GV70. At this exhibition, customers were able to encounter the new GV70 for the first time, featuring a new design, an enhanced driving experience, improved ride comfort, and better handling. Visitors were able to discover both the well-known appeal of the GV70 and a refreshing newness. "GV70: Making Every Moment Stylish" was held at Genesis Suji from Saturday, May 18th to Sunday, May 26th.
Photography by Lee Seung-Woo and Cho Hyuk-Soo