Genesis unveils the GV60 Magma in a strange artistic setting
- Published on 21/01/2026 18:09
Genesis combines contemporary art and high electric performance for the European launch of the GV60 Magma.
The GV60 Magma, Genesis’s first high-performance model, was unveiled through an immersive art installation titled “Genesis GV60 and GV60 Magma: Refined Duality,” open to the public from January 16 to March 7 at the Genesis Studio in Zurich. Designed by Korean architect Eul Ho Suh, the installation features over 1,500 reflective silver spheres, intended to create a visual dialogue with the lines of the GV60 and the GV60 Magma. While the car model itself is certainly intriguing, the artistic work is rather perplexing. Between abstraction and an excess of reflections, it is hard to know whether one is contemplating a piece of art or a somewhat overly zealous tribute to polished metal. This scenography is meant to illustrate Genesis’s “Athletic Elegance” philosophy, where refinement, power, and technology are supposed to coexist in harmonious balance. Let’s say politely that the connection between the artwork and the automobile is not urgent…
Genesis aims high in Europe
But back to the car. This presentation is part of an ambitious European strategy for the premium brand of the Hyundai group. After Switzerland, Genesis is establishing itself in four new markets, including France, where the launch is planned for early 2026. The French range will be fully electric and will include the GV60, the Electrified GV70, and the Electrified G80, positioning Genesis as a credible alternative to high-end German manufacturers. The brand is focusing on distinctive design, cutting-edge technologies, and a premium customer experience to appeal to the already highly competitive French market.
The installation in Zurich also reflects the vision that Genesis wants to convey in France: the automobile is no longer just a means of transportation, but a creation and an object of emotion. However, it must inspire just as much as the model promises… Because while the GV60 Magma and its electric siblings embody luxury, innovation, and contemporary design, the artistic experience may leave some visitors slightly bewildered.
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Through this combination of product launch and artistic staging, Genesis confirms its ambition to develop a strong identity in the French market, linking design, technology, and creativity, while affirming its positioning as a premium brand in the electric segment.
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This page is translated from the original post "Genesis dévoile le GV60 Magma dans un étrange écrin artistique" in French.
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