The relaxing getaway spot will remain open through late June. Image credit: Genesis
South Korean automaker Genesis is welcoming a new cultural installation at its flagship luxury lifestyle destination.
At Genesis House in New York, the company is launching a seasonal retreat centered on its home country’s connection to wellness. Created in collaboration with American actress and businesswoman Gwyneth Paltrow, the activation, titled “The Forest Within,” aims to transport visitors to the meditative sights and sounds of Korea.
"At Genesis, we seek inventive ways to push the boundaries of design and technology to connect with our guests and customers," said Tedros Mengiste, chief operating officer of Genesis Motor North America, in a statement.
"Together with the creative vision of Gwyneth Paltrow, our shared passion for audacious design comes to life as we honor the brand's cultural roots in the latest seasonal installation at Genesis House."
City escape
Opened on May 9, the activation aims to transport guests into a lush Korean forest, utilizing a mix of natural and electronic elements.
The greenery is designed by floral artist Jeff Leatham, a frequent collaborator of the influential Kardashian family. His work adorns the immersive Cellar Stage that The Forest Within is set upon, complementing the LED walls and digital outdoor sounds.
Visitors will follow a wooden path through the faux wildland, guided by a tiger, which is renowned as a guardian spirit in Korean culture. Image credit: Genesis
The landscapes are inspired by the Sobaek Mountain range in South Korea, with the walking path featuring a maze of rock formations, as well as a meditation meadow and reflection pool.
Ms. Paltrow helped bring the installation to life, instilling the space with a holistic presence. She worked directly with Mr. Leatham, selecting the flowers present in the retreat, picking her personal favorite variety, the peony.
"I've always been drawn to the ways technology can deepen our connection to wellness, and with The Forest Within, Genesis House has elevated that idea into something truly transportive,” said Ms. Paltrow, in a statement
“There are very few places to encounter this kind of immersive, meditative experience, especially in the heart of New York City,” she said. “Collaborating on this project has been an incredible opportunity to push the boundaries of what wellness can look and feel like, and I'm thrilled to invite people into this serene, multisensory world we've created.”
The opening features a specialty food and beverage menu of Korean cuisine, such as spring dumplings, ginseng cocktails and vegan egg whites. Image credit: Genesis
The Forest Within will remain operational at Genesis House New York through June 29.
Embracing trends
With the installation, Genesis is following a growing, lucrative trend in the luxury space: immersive brand activations.
While the concept has been popular for an extended period in other high-end verticals, the automotive space has become more active in this arena as of late, as manufacturers attempt to transform their respective identities into lifestyle brands rather than just carmakers.
Genesis House launched in late 2021. Image credit: Genesis
German automaker Porsche has embraced this trend on multiple fronts, hosting exhibitions in Atlanta (see story), as well as launching an immersive app on the Apple Vision Pro (see story).