G90 Special Exhibition at Genesis Studio

Intelligent technologies are now capable of identifying our individual preferences and wishes. What temperature or lighting settings do we like in our house? What type of food or music do we prefer? Contemporary technologies and the resulting possibilities for individualisation also played a significant role in the manufacturing of the Korean luxury vehicle Genesis G90. The car was manufactured with the primary objective of anticipating all conceivable requirements. The handling agency BLACKSPACE took up this premise and translated it into an installation.

They designed a showroom situation in a popular shopping centre in Seoul, set up to incorporate people and their individual characteristics and to create a customised experience. When they approached the car, the colour of their clothing was recognised and the showroom was bathed in blue, red, green or yellow flashes. The idea was for the visitors to experience how it feels to be perceived individually. The showroom experience totalled 78,000 visitors, as well as 45,000 clicks on YouTube and 1,700 posts on Instagram.