Hyundai Motor's Genesis brand unveiled the immersive exhibition "The Forest Within" in collaboration with actress and Goop CEO Gwyneth Paltrow at the brand's exclusive multi-cultural space, Genesis House, in Manhattan, New York, on the 9th (local time), as announced on the 11th.
Goop is a U.S. lifestyle brand founded by Gwyneth Paltrow in 2008, selling wellness-related products such as clean beauty, health supplements, and functional foods, and leading a celebrity-centric wellness trend.
"The Forest Within" is an experiential exhibition inspired by Korean nature and culture, designed to allow visitors to directly experience Korean sentiment and aesthetics in the heart of Manhattan, New York.
Through this exhibition, which combines the intrinsic Korean aesthetics of the brand's identity with Gwyneth Paltrow's wellness philosophy, Genesis aims to showcase Korea's nature and culture in a new way.
The exhibition is held in the "Cellar Stage" located underground in Genesis House, where visitors can experience a journey through nature inspired by the Sobaeksan Mountain, accompanied by Gwyneth Paltrow's narration.
The experiential space is composed of elements of Korean nature, such as the tiger, a symbol of guardianship, rocks, forests, and flowers, and features a multi-sensory presentation that stimulates various senses through audiovisual effects, scents, and textures.
World-renowned florist Jeff Leatham participated in the space design, using peonies, Gwyneth Paltrow's favorite flowers, to modernly reinterpret the Korean landscape.
A Genesis official noted, "This exhibition is an extension of the brand's philosophy to convey the Korean view of nature and aesthetic sensibility to the world." They added, "Through collaboration with Gwyneth Paltrow, we have created a space where one can feel the essence of Korea even in the city."