Genesis Design California: Inside LA’s New Hub of Luxury Car Innovation (Exclusive Tour)

Step inside Genesis Design California — the stunning 80,000 sq ft luxury automotive studio in El Segundo, where the future of car design is crafted. From Korean minimalism to Southern California creative culture, this state-of-the-art facility is redefining what automotive luxury means for a new generation of drivers.

Genesis isn’t just competing with European luxury brands… it’s changing the game — premium interiors, tactile luxury, cutting-edge technology without sacrificing usability, and design specifically crafted for North American drivers.

On this exclusive LABest tour, we take you across private creative spaces including clay modeling labs, CMF innovation studios, 3D printing, a digital design lab, and peaceful open-air zones inspired by Korean heritage.

Why LA? Because Southern California has always been the place where automotive dreams first roll into reality — from hot rods to Hollywood to the EV revolution. Genesis Design California continues that legacy, bringing together 45 top creatives working around the clock in sync with Seoul and Frankfurt.

From luxury redefining interiors to breathtaking new models that are still top secret — one thing is clear:
The future of luxury is designed here in Los Angeles.


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