Latest news with #Suji
The Drive
05-05-2025
- Automotive
- The Drive
World's Largest Genesis Showroom: Come for the Cars, Stay for the Tea
Looking like a giant gift box made of weathered steel, the Genesis Suji flagship showroom in Seoul, South Korea, towers over the busy city landscape. Its red-ish exterior is no coincidence, as the steel plates that form its shell are designed to rust so its unique and intense hue will come alive. This isn't just another multi-purpose building where an automaker houses administrative, sales, and other general staff. Instead, the very purpose of Suji is to make every person who walks through its doors feel like the brand's 'Son-nim,' or 'very special guest.' Designed by Suh Architects, who also masterminded the chic Genesis House in New York City, Suji boasts 54,000 square feet and is the brand's largest stand-alone showroom in the world. Each of its four levels is dedicated to a particular model line, while the lobby remains supremely minimalistic with just one G90 long-wheelbase sedan serving as a focal point. Beside it, a three-story glass case dazzles with dozens of full-size models as decoration. Genesis, Suh Architects Whether you're looking to learn about the young brand's ethos or simply want to sit in every car and SUV it currently produces, Suji serves as a dedicated experience center where thousands of potential Genesis customers will consult about a future purchase. Perhaps more importantly, it's also where thousands more South Koreans will purchase, customize, and take delivery of their vehicles in a seriously special way. The concept of a luxury automaker having a flagship showroom or 'house,' per se, is nothing new. However, you typically see these in more rarified air, such as Bentley, Maybach, and Rolls-Royce. These brands know that they must play the game of over-the-top catering to their eccentric clientele with opulent surroundings and bespoke experiences. However, everything about Genesis' property feels much different than what you'd encounter in Goodwood or Crewe. It's just as high-end, yet much less ostentatious. It's almost as if legendary car designer Luc Donckerwolke had some say in it—y'know, his whole thing is reductive design and 'less is more.' Jerry Perez, Genesis While lots of concrete, metals, and textured woods are used throughout the building's interior, the whole thing feels modern and high-tech. Still, there's the warmth of a human touch. If you're having trouble grasping the concept of 'modern and high-tech with a warm human touch,' I don't blame you. The best way to describe it is modern but friendly, minimalistic but fulfilling. Fulfillment is also a great way to describe what clients can experience at Suji, as the property features a cozy delivery room that, of all the high-end dealers and delivery rooms I've seen, is truly one-of-a-kind. During my visit to Suji, Genesis staff recreated the delivery process that a buyer would experience there. This takes place on the lower floor of the building and is separated from the rest of the showroom by glass walls. Directly in front of the sitting area is the delivery bay where the car (likely a G90) is waiting to meet its owner. Jerry Perez Once the owners arrive, they are welcomed by the Genesis delegation and treated to the brand's own tea. Now, they don't just hand you a cuppa the way Westerners would. This involves an entire tea ceremony featuring the signature Genesis Ogam tea blend. Once you've settled in and patiently sipped your tea, it's time for the show to begin. The new car awaiting delivery is then put under the spotlight, and two robotic arms to its side begin a choreographed dance that mimics the careful inspection process that takes place at the Ulsan factory, a few hours away from Seoul. These robot arms would normally feature sensors to inspect the car's paint, body panels, and other characteristics. Here, for the sake of showmanship, they simply have cameras instead. These cameras move all around the car (even underneath), and take photos that are then relayed to the monitors inside the lounge. The owners witness this entire experience from the comfort of their couch. Once the robots are done, the car is automatically pushed forward into the secondary delivery bay, mere feet away from where its owners are sitting. The car then rotates, and the delivery process is nearly complete. At this stage, the owner is congratulated, offered some documentation, given some flowers, and shown to their new car. Jerry Perez All in all, it's an experience that, while not necessary (let alone required), shows how Genesis is willing to treat their customers. Perhaps even more telling is that this does not carry any additional cost, and the experience is booked out for quite a long time. Genesis currently doesn't offer the same experience in the U.S., but it is slowly building out its standalone Genesis dealerships that feature similar delivery lounges. While some Genesis sales still take place at Hyundai dealers in some cities, the young brand has accomplished a heck of a lot in the mere 10 years it's existed. Lastly, with the keys in their hands and butts in their quilted leather seats, an overhead opens and the new Genesis owners can roll out in style. Oh, and with their bellies full of delicious tea. Got a tip? Email us at tips@ Jerry Perez is the Deputy Editor at The Drive, overseeing the site's daily and long-term content initiatives in addition to writing his own features and reviews. He's been covering the automotive industry professionally since 2015 and joined The Drive in January 2018.
Khaleej Times
19-03-2025
- General
- Khaleej Times
UAE: Non-Muslims sit down for an Emirati iftar, experience warmth of culture at this home
In a heartfelt initiative to foster cultural understanding, Mohammad Rashid Al Zaabi welcomed non-Muslim guests to an iftar gathering, offering them a glimpse into the rich traditions of Ramadan in the UAE. "We, as Emiratis, are known for our hospitality. Our doors are always open, whether to Muslims or non-Muslims," Al Zaabi said. "We were raised with the values of the late Sheikh Zayed, and we must welcome everyone into our homes." Kamini from Malaysia said she had never attended an iftar before. Wanting to embrace the experience fully, she decided to fast for the entire day, hoping to understand the significance of the occasion better. Upon arriving at the Emirati household, she was greeted warmly, and she immediately felt the strong sense of hospitality that defines local culture. "The moment I entered, I felt the warmth and generosity of the hosts. They explained everything to us, from the importance of dates when breaking the fast to the significance of family gatherings," Kamini noted. One of the most unique aspects of the iftar for Kamini was the traditional floor seating arrangement. While floor seating is common in Malaysia, she found the Emirati style distinctive, fostering a sense of togetherness and unity. "My biggest expectation was understanding why people sit on the floor to eat. But as we shared food and stories, I realised how much it brings people closer. It was a beautiful experience," Kamini reflected. For Suji Lim from South Korea, attending the traditional Emirati iftar was a unique and enlightening experience. Having seen images of iftar gatherings on Instagram, she expected a communal setting with people sitting on the ground, sharing food, and learning about the culture. However, the actual experience surpassed her expectations in several ways. "The food exceeded my expectations, and so did the hospitality," Suji shared. She was particularly touched by the sense of community, meeting people from diverse backgrounds, and engaging in meaningful conversations over a shared meal. One of the most striking cultural insights for her was the Emirati emphasis on generosity. "There's so much food to go around. It's the idea that no one should go hungry, and everyone is provided for," she said. Beyond the food, Suji was fascinated by the use of Bakhoor, a traditional Emirati fragrance that lingers on clothing and hair, symbolising warmth and hospitality. Another memorable detail was the ritual of rubbing scented oils into guests' hands, a gesture from the host himself. Ghani, from Tajikistan, shared his reflections on experiencing an Emirati household iftar. Initially, he expected the gathering to be quick, but he was surprised by how engaging and informative it turned out to be. "Honestly, I thought it would be much faster and we'll just come here and eat, but it was more informative," he said. A major highlight for him was the food. "I have never tried Emirati dishes. Especially the desserts, they were the best part as well," he shared. He was also fascinated by the fresh produce served during the meal, adding, "The dates were from his farm, as well as the tomatoes, which was a really cool aspect. It made me enjoy the food experience." The gathering was more than just a meal. It was an opportunity to share the history and customs of the UAE. Al Zaabi explained the significance of Ramadan, emphasising the spiritual and communal aspects of the holy month. "I wanted to teach them about our history, how Ramadan was observed in the past, and the importance of worship during this time. We also wanted to introduce them to our local culture." "We introduced them to traditional Emirati foods, popular Ramadan beverages, and the significance of dates in breaking the fast," said Al Zaabi. He also highlighted key Ramadan etiquettes, such as the practice of sitting together before iftar and the importance of patience and reflection in the moments leading up to the Maghrib prayer. The Sheikh Saud bin Saqr Al Qasimi Foundation has been organising an annual iftar activity for everyone for 13 years. Each year, it is hosted in a different Emirati house to provide non-Muslims and expats in Ras Al Khaimah with an authentic iftar experience and an introduction to Emirati hospitality. In the 2025 edition, the iftar hosted people of over 18 nationalities.
