Genesis has placed Genesis Design California at the center of its North American vision, opening the dedicated studio in El Segundo near Los Angeles International Airport (LAX) on October 9, 2025. The facility is designed to reflect regional sensibilities while serving as a strategic hub in the brand’s global design network.
Leading the site, John Krsteski said, “LA is a city where art, culture, and automotive design coexist, continually inspiring designers. California’s openness and sensitivity to nature align with the Genesis design philosophy.” He emphasized that studios in the United States, Europe, and Korea collaborate from the earliest project stages, sharing direction “not as competitors, but by exchanging ideas and pushing one another while preserving global consistency.”
The El Segundo workspace combines open interiors with flexible outdoor areas to encourage hands-on experimentation. “Creativity doesn’t happen only within walls,” Krsteski said. “Designers should interact with nature and expand ideas. When they are physically free, imagination is free.”
On the brand’s principles, he pointed to disciplined craft as the core. “We fine-tune even the smallest elements—materials, finishes, and color balance that customers might overlook. Leaving things out is the hardest work; refined restraint demands focus and training. We pursue the beauty of essentials.” He added that Genesis respects local tastes while building a common language that connects with customers worldwide, with the El Segundo studio acting as a key pivot to realize that connection.
The opening of Genesis Design California underscores the brand’s approach: meticulous detail, measured restraint, and a studio environment purpose-built to convert regional insight into globally coherent design.
BY HOONSIK WOO [woo.hoonsik@koreadaily.com]
