Staying on brand with Genesis Cube

Hyundai luxury marque, Genesis, immerses its customers in the automotive experience and Genesis showrooms or ‘boutiques’ are extensions of their creative philosophy.  As the Korean carmakers continue to roll out Genesis around the world, they are meticulous about staying on brand.

Local architects, Stanton Dahl, have been charged with translating Genesis’ design concepts for Australian sites.  Di Emme were part of the team that delivered the Genesis Boutique in Sydney CBD, and they have now brought the Genesis Brand Cube to sites in Brisbane, Melbourne, and the Gold Coast.

The Brand Cube is an intimate space within the automotive showroom where clients can customise their exterior and interior vehicle finishes.  The illuminated cube has a lightbox in the ceiling, semi-transparent walls and an exposed base, and appears to hover or float in space.

Di Emme replicated the Brand Cube based on in situ photographs and rudimentary workshop drawings.  The ceiling structure is mild steel, and the walls are aluminium infilled with translucent white fabric.

Di Emme undertook sampling and prototyping to identify a durable fabric that would deliver the wow factor.  After securing client approval, Di Emme engineered the frames, and installed, finished, and commissioned the Brand Cube across the multiple sites.