Words with... / Luc Donckerwolke, South Korea
Hot wheels
Initially founded as a division within the Hyundai Motor Company, South Korea’s Genesis was established as an independent automotive brand in 2015. Since then it has challenged the notion that electric cars can’t be luxury vehicles, thanks to smart and elegant rides like the GV60, its high-performance coupé. This is largely thanks to the direction of the brand’s chief creative officer, Luc Donckerwolke, whose career prior to joining Genesis saw the Belgian designer work with Lamborghini, Audi and Bentley. To find out more about his work at Genesis, we caught up with Donckerwolke for Monocle On Design.
Genesis is a young company. How has your team worked to design a strong brand in a short period of time?
Our concept started with the idea that the brand is design and design is the brand. This is not just about cool styling but using the brand as a way to materialise the design and the DNA of the cars. This started with the face of the cars, which were inspired by the logo: the crest informed the design of the grille and the feathers on the wings became the quad lights.
Tell us about your process more broadly. How do you approach the design of your vehicles?
We start with the customer experience. We never start talking about styling, first we discuss the journey of the customer. For example, the crystal sphere of the Genesis GV60 [a glowing and mobile orb embedded in the car’s interior] is actually an element that was born out of a will to visually show that the engine is on. This came from the fact that combustion engines have an acoustic reference to signal that they are in use, while an electrical engine doesn’t. So we designed the sphere to rotate and give you access to the commands of the car as soon as the engine is live. It means that the moment that you see those commands, you know that the car is running.
How do you hope people feel when they drive or ride in a Genesis?
I hate being told that I’ve designed a nice car or a beautiful car. I’ll go back to the drawing board. I want a car that people look at, frown and think. And then, after reflecting and interacting with it, suddenly they start liking it. And the more they get to know it, the more they see the refinement and the contrast. This is where I like to play with the opposition of characters and tension. Black is nothing without white – and too much of one thing is never good.
For more from Luc Donckerwolke, tune in to ‘Monocle On Design’.