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Good Design Awards ARCHIVE 2022 Transportation
Genesis G90 | 2019-2021
  • Genesis G90 | 2019-2021
  • Genesis G90 | 2019-2021
Genesis G90 | 2019-2021

Designers: Genesis Design Center, Hyundai Motor Company, Hwaseong-si, Gyeonggi-do, Korea

Manufacturer: Hyundai Motor Company, Hwaseong-si, Gyeonggi-do, Korea

As the flagship model representing Genesis, the G90 contains both excellent driving performance and the latest technology.

It contains the common design elements of all Genesis models, and it has the dynamism appropriate for owner-driven and the grand and luxurious shopper-driven sense.

The G90 aims for a timeless design that never goes out of fashion with the harmony of lines and planes, and it delivers a strong yet elegant image unique to the flagship through the ideal proportions.

The interior is a progressive and warm image by harmoniously composing two main themes: a digital sensibility based on advanced technology and an analog sensibility with sophisticated details that consider intuitive usability.

Through this, the “beauty of white space,” which is a unique Korean aesthetic element and a major direction pursued in the Genesis interior design, has been reinterpreted for a high-end luxury sedan.

In order to pursue a design that remains attractive for a long time, the G90 pays attention to the expression of simple and elegant aspects.

The harmony of the sharp two-row headlamps and the magnificent crest grill show a strong first impression.

The front appearance that embodies the Genesis wing emblem further emphasizes the identity of the brand, and the identity of the new front design can be clearly found in the visual contrast that comes from the magnificent grille and slim headlamp.

The G90 has a hood and fenders composed of one panel.

By minimizing the parting line between the panels, a simple yet clean image is realized.

The clamshell hood is the largest size among global mass-produced cars, and it can be said that it is the result of Genesis' excellent mold and hood molding technology.

As automobile technology evolves, functions are becoming more diverse and subdivided.

Various advanced technologies such as the CCIC infotainment system and easy-close doors are applied.

While effectively incorporating many functions into the interior, a lot of effort was put into visually simple and luxurious expression.

The floating wing-shaped leather garnish of the crash pad further emphasizes the image of where the slim air vent is hidden.

A mood lighting that indirectly illuminates the light from the bottom is applied to the garnish of the concave section that is wrapped around, so you can feel the atmosphere and sense of space as if you were sitting in a high-end lounge.

The G90 also serves as a shopper-driven for VIP customers, so the convenience of the rear seat space is a priority to consider.

In the rear seat, luxurious materials and elegant elements are used as much as possible to give a comfortable feeling.

Through the interior design reminiscent of a high-end lounge, one can enjoy the luxurious feeling unique to VIP seats.

The exterior design is also reflected in the design considering the space in the rear seat.

For example, the quarter glass in contact with the Cpillar is a unique feature of the G90.

This is a fixed glass window derived from a carriage in the past, and it is also exclusive to shopper-driven sedans.

The thick C-pillar and quarter glass configuration protect the privacy of VIP customers in the rear seat.

In addition, the open feeling of the interior was taken into consideration with the soft lighting.

For luxury sedans, using extravagantly patterned wood trim has been the norm.

It sends a reminder that excessive logging and environmental degradation have reached a serious level.

To move away from this convention, the designers developed a novel, creative wood trims like newspaper crown/stripe woods for the first time.

This is an eco-friendly material made from waste paper and real wood.

The designers worked for years and finally succeeded in creating the wood trim after many rounds of trials and errors.

Here the designers sought to visualize trees’ annual ring in real wood by stacking up several thin layers, compressed pulp, and old newspaper on the top of eco-certified wood veneer and cutting the side to show the surface.

Since one can see the fine prints of newspaper between the woods, the whole interior experience becomes more special.

Environmentally friendly materials with a unique design can appeal to new values of customers, minimize deforestation, and reduce waste all at the same time.

Interior decorative materials capturing Korea’s beauty were first introduced.

The deco part is an adaptation of Korea’s traditional silver inlaying craft technique and forged carbon is a state-of-art material.

Thin carbon fiber is processed with high temperature and pressure, showing a very natural, random pattern.

Forged carbon trim represents the Genesis brand value as it combines high-tech carbon with the traditional inlaying technique of Korea.