"Korea has a calm and serene image. However, beneath that, there is flowing lava, which represents the bold and vibrant energy of the nation and the brand. This energy inspired Genesis RAY Racing."
On the 15th at 8 p.m. local time, Ted Menzies, Chief Operating Officer (COO) of Genesis North America, made this remark while unveiling a full-sized vehicle of the GMR-001 hypercar at the Genesis House New York, a brand complex cultural space located in Manhattan, New York, prompting attendees to applaud.
The sound of cameras from foreign media reporters followed. About 200 people attended the event, including around 70 foreign media reporters and employees of the North American branch.
The GMR-001 hypercar was unveiled at the cellar stage located on the first basement floor of Genesis House New York. Menzies began his presentation in front of a large screen with the Korean word for "guest" written on it.
He said, "This is a space designed to immerse guests in the brand's culture" and added, "We aim to provide guests with a memorable experience by combining Korean culture and hospitality." The screen then changed to display "If you want to, you can." He remarked, "Genesis is opening a new chapter for the brand with the pioneering spirit of 'If you want to, you can.'"
The symbol of the Genesis RAY Racing team was also inspired by the Korean word "magma." It takes the shape of the consonants 'ㅁ ㄱ ㅁ.' The exterior of the unveiled vehicle and the presentation screen of Menzies and Luc Donckerwolke, Chief Creative Officer (President) of Hyundai Motor Group, both featured the Korean word "magma." Donckerwolke said, "Magma will be the herald of Korean motorsports."
Genesis stated that it would showcase Korean luxury and built the Genesis House New York in 2021. It covers a site of 4,340 square meters in Manhattan's Meatpacking District, consisting of three floors, including the first basement. That day's event featured Korean cuisine, including crab gimbap, kimchi meat dumplings, japchae, and beef skewers, along with drinks such as fruit punch cocktails and Sikhye. The food was made at the Korean restaurant Onjium located on the second floor of Genesis House New York.
The second floor of Genesis House New York, which seeks to be a complex cultural space, features Onjium and a tea space called Tea Billion. This area, themed around the enjoyment of "Korean daily life," includes a ceiling in the Onjium restaurant that is a reinterpretation of a traditional Korean house, while Tea Billion features a seating area resembling a traditional pavilion.
The ceiling of the second floor is adorned with wooden structures reminiscent of a traditional Korean house roof. A Genesis official noted, "This signifies our intention to establish ourselves as a lifestyle brand that conveys Korean sensibility beyond just a luxury automobile brand."