With the concept car Essentia, the Korean luxury car manufacturer Genesis shows its own visionary interpretation of luxury. But how can a new car brand engage with people? With intelligent technologies, the Essentia adapts perfectly to individual needs - driver, vehicle and environment merge into an experience of luxurious light-heartedness. But a concept car is not designed to be really tried out and driven on the road. So how does it feel to drive a prototype in New York?

We mix reality and fiction and let people interact with the Essentia.

The visitor is cut into a clip in which the 3D-animated vehicle drives through the streets of New York. A real person is thus incorporated into a fictional film. Afterwards it is transformed back into reality by the visitor sharing his personal film in the social media. This mixture of reality and fiction creates a real, divisible experience of Essentia. And it gives people an idea of what it feels like to drive this car.

This experience took place from the 22.06.2018 till 30.07.2018 in the Genesis showroom in the "Starfield Hanam", Seoul's popular mall.

Over 2700 videos of this experience were shared on social media.