Morphosis - designed Electric Vehicle Charging Stations for Global Luxury Automotive Brand, Genesis, Now Open in South Korea
Courtesy of Namsun Lee
With stations completed this month throughout South Korea’s most populated province, Gyeonggi-do, LA-based design and architecture firm Morphosis has partnered with automotive luxury brand Genesis to bring their signature brand and styling, attention-to-detail, and seamless customer experience to the design of Electric Vehicle Charging (EVC) Stations. The first phase of domestic deployment includes five sites throughout South Korea’s most populated metropolitan zones: Seoul and Gyeonggi-do, including stations in Genesis’ flagship showrooms, Suji and Gangnam, as well as other locations in Seoul and Goyang. The canopies are designed to be modularized and replicated in future expansions within Korea and beyond.
“From design concept to the smallest crafted detail, the defining design identity of the Genesis brand are materialized in the charging stations: the wing emblem, the two lines and the Athletic Elegance,” says Morphosis Design Partner Ung-Joo Scott Lee. “As leaders in both design and mobility, we are inspired to imagine new ways of thinking about the infrastructure needed for charging electric vehicles while providing Genesis new opportunities to connect and support its customers as we enter into the era of full vehicular electrification.”
The exterior EVC Stations are designed to serve as protective canopies made of aluminum panels on a steel superstructure. The winged form of the canopy is instantly recognizable within the urban environment, with a lightness and elegance that evokes the distinctive Genesis wing emblem and Genesis’ core design identity of “Athletic Elegance.” The razor-thin canopy edge integrates a continuous LED light feature identifying the charging stations, with future capability of changing colors to indicate the electric vehicle charging level. The stations encompass a range of indoor and outdoor adaptations to respond to different climates and site conditions. To address the unique existing conditions at each interior location, the design introduces a set of recognizable surfaces and forms identifying the EVC locations. The exterior canopies are designed in three different forms to accommodate different site parameters and requirements. “Double” and “triple” canopies accommodate additional chargers, allowing multiple vehicles to be charged at once. The new EVC stations are compatible with Genesis’ electric vehicles and the ultra-fast chargers can fully charge these vehicles in as little as 20 minutes.
Genesis is a global luxury automotive brand that delivers the highest standards of performance, design, safety and innovation while looking towards a more sustainable future. Genesis designs customer experiences that go beyond products, embodying audacious, progressive and distinctly Korean characteristics within its unique “Athletic Elegance” design identity. With a growing range of luxury models—including the G90, G80, G70, GV60, GV70, and GV80—Genesis aims to lead the age of electrification by focusing on a dual electrification strategy involving fuel-cell and battery EVs, starting with its G80 and GV60 electric models. Genesis has stated its commitment to becoming a 100% zero emission vehicle brand by 2030 and to pursuing carbon neutrality by 2035. Since its initial launch in Korea, Genesis has emerged in key global markets including North America, Europe, China, Australia, Russia, and the Middle East, establishing a strong relationship with customers around the world. For more information please visit the official website at https://www.genesis.com.
Morphosis is a global architecture and design firm, creating compelling work that is intelligent, pragmatic, and powerful. For more than 50 years, Morphosis has practiced at the intersection of architecture, urbanism, and design, working across a broad range of project types and scales, including civic, academic, cultural, commercial, retail, residential, and mixed-use; urban master plans; and original publications, objects, and art. Committed to the practice of architecture as a collaborative enterprise, founder and Pritzker Prize-winning architect Thom Mayne works in tandem with Partners Arne Emerson, Ung-Joo Scott Lee, Brandon Welling, and Eui-Sung Yi, and a team of more than 80 in Los Angeles, New York, Dubai, Seoul, and Shanghai. At the root of all Morphosis projects is a focus on rigorous research and innovation, prioritizing performance-driven design that is environmentally, socially, and economically sustainable. Through its research arm, The Now Institute, the firm collaborates with academic institutions to create design-based solutions for the pressing issues of the day, from mobility, urban revitalization, and sustainability to public policy, planning, and community outreach. For more information, visit www.morphosis.com.