Genesis Opens New Design Studio In El Segundo

The 80,000-square-foot creative hub is the automaker's first dedicated design studio in the US 

EL SEGUNDO, Calif. — (Oct. 17, 2025) — Genesis Design California, a state-of-the-art design studio for the Genesis luxury automotive brand, opened this month in Continental Park, along Rosecrans Corridor.

“With its beautiful design studio, Genesis joins other leading creative enterprises who call El Segundo home,” said El Segundo Mayor Chris Pimentel. "Southern California is the heart of cutting-edge trends in automotive design, and El Segundo stands out with our exceptional mix of creative talent, industry access, and scenic inspiration. We welcome Genesis to the neighborhood.”

The dedicated design studio joins Genesis' existing design facilities in Seoul and Frankfurt, Germany. Genesis Design California houses 45 designers, modelers, and digital artists in 80,000 square feet.

The studio will drive a wide spectrum of creative work, from production and advanced automotive projects to explorations in air mobility, robotics, and cutting-edge CMF trend research. The team will also develop virtual imagery and films to support product storytelling.

"Genesis Design California embeds our team directly in the U.S. market, ensuring we design vehicles that truly resonate with North American customers,” said José Muñoz, president & CEO of Genesis. “The investment in this facility and the jobs it is creating are emblematic of our long-term commitment to North America. In just 10 short years, Genesis has created an innovative design identity tied directly to its Korean cultural heritage. This studio will play a central role in shaping generations of new products that deepen the emotional connection between our brand and the customers we serve."

The luxury arm of Hyundai, Genesis is a global automotive brand that focuses on Korean minimalist design. Genesis Motor North America offers a range of SUVs, sedans, and electric models.

About the City of El Segundo
The City of El Segundo is a thriving coastal community in southwestern Los Angeles County. The city’s vibrant economy includes leaders in aerospace and defense, bioscience, information technology, energy, real estate, creative media, and toys. The city has seen tremendous growth and evolution over the past several years and is home to Mattel, the Los Angeles Times, the Los Angeles Air Force Base Space Systems Command, and the Los Angeles Chargers, Kings, Lakers, and Sparks.