The Genesis G90 has undergone a facelift: new lights, new parallel character line, new custom colors. In order to present the model, an exclusive brand experience was to be created in a high-end shopping mall in Seoul. An experience that visitors will then share with their friends on their social media channels and thus spread virally.

The three new features of the G90 model become the main components of the concept: colour, light and individuality.

Instead of waiting for opinion leaders to come to the a trade show or a dealer, Genesis is meeting its target audience directly where they spend their time – in the middle of a shopping mall, in the heart of the scene. Here, people have the opportunity to experience Genesis’ technological innovations in an entirely new way.

As visitors approach the car, both the showroom and the car change color to match the exact color that each visitor is wearing that day: from bright pink to deep blue to sunny yellow. This is how Genesis perceives everyone in their individuality. In addition, the constantly changing and colourful light has an extreme long-distance effect and attracts more and more people.

78,000 visitors came by to experience this in the Genesis showroom in the "Starfield Hanam", Seoul's popular mall. And then to share in the social media.