Refined Duality: Genesis Unveils the GV60 Magma in Zurich
- Luxe magazine Switzerland
- 5 hours ago
- 3 min read
Refined Duality: Genesis Unveils the GV60 Magma in Zurich
Zurich, Switzerland January 16, 2026.
Within a scenography where automotive innovation meets contemporary architecture, Genesis marked the Swiss debut of the GV60 Magma, introducing the brand’s first high-performance model ahead of its European launch later this year.
The GV60 Magma embodies Genesis’ interpretation of the evolving luxury performance movement, rooted in the brand’s distinctive design philosophy of Athletic Elegance a language that fuses performance-driven character with refined, sculptural design. Presented in Switzerland alongside its iconic sibling, the GV60, the new model was revealed through a dedicated art installation by Korean architect Eul Ho Suh of Suh Architects, titled “Genesis GV60 & GV60 Magma: Refined Duality.”
The installation unfolds as an immersive architectural composition formed by more than 1,500 reflective silver spheres, incorporating the newly updated GV60 within its spatial narrative. Through this contemporary expression, Genesis explores the duality at the core of its design language a dialogue between elegance and dynamism, precision and emotion brought to life through a shimmering interplay of light, surface, and movement. The installation reflects the defining characteristics of both models: design excellence, performance, technological innovation, and a forward-looking vision of mobility.
Peter Kronschnabl, Managing Director of Genesis Motor Europe, emphasized the broader cultural dimension of the initiative:
“This art installation reinforces our commitment to artistic and creative initiatives through which Genesis builds connections between art, design, and innovation values that are also clearly reflected in our presence in the Swiss market. Together with the Swiss debut of the GV60 Magma, this activation lays the foundation for an exciting year ahead in Europe as we prepare to enter the markets in Italy, Spain, France, and the Netherlands.”
At the opening of the installation, architect Eul Ho Suh described the project as a bridge between reality and imagination:
“We bridge the gap between reality and imagination. An automobile does not only take us physically from one place to another, but also inspires us to explore the unknown. Conceived as a ‘thought bubble’ for Genesis, this installation brings the vehicle closer to the boundless creativity that inspires it. Through the arrangement of silver spheres, we reflect current reality only to transform it into an entirely new vision through a shimmering interplay.”
Based in Seoul, Eul Ho Suh is internationally recognized for works that merge Korean aesthetics with modern spatial design and innovative materials. His continued involvement in Genesis projects worldwide highlights the brand’s sustained commitment to luxury, creativity, and customer-centric experiences.
Art and design remain central pillars of the Genesis DNA, reflecting a long-term dedication to craftsmanship, cultural relevance, and progressive design thinking. Globally, Genesis supports a wide range of artistic initiatives that create meaningful connections between contemporary art and advanced design, including the Genesis Facade Commissions at The Met in New York, as well as partnerships with leading institutions such as Tate Modern in London and Frieze Seoul.
The exhibition “Refined Duality” is open to the public from January 16 to March 7. As part of the event, visitors can also discover the Electrified GV70 and Electrified G80 on display at Genesis Studio Zurich, located at Bahnhofstrasse 62.
Genesis Media Center:
About Genesis
The luxurious character of its premium automobiles, combined with an exceptional customer experience, forms the foundation of the South Korean brand Genesis. Operating from its European headquarters in Frankfurt, Genesis Motor Europe is active in Germany, Switzerland, and the United Kingdom. Since entering the European market in 2021, the brand has received multiple awards across all three markets for both the company and its products.
The current product portfolio includes three fully electric models, each expressing the brand’s distinctive Athletic Elegance design language. Looking ahead, Genesis remains committed to a sustainable future and aims to achieve carbon neutrality by 2035.
For more information about Genesis and its premium philosophy, visit www.genesis.com/ch.
For the latest global news, visit genesisnewseurope.com and follow @genesis_eu_pr on Twitter.
Genesis GV60Magma LuxuryPerformance AthleticElegance AutomotiveDesign ContemporaryArt Zurich ElectricMobility PremiumBrand LuxeMagazineSwitzerland
