Opulence, abundance, technology, sustainability. Interpretations of luxury can be multiple, and Neolun, Genesis’ latest concept car, is linked to formal minimalism: “We asked ourselves what luxury meant for our brand. The answer? Simplicity of form combined with ideas that will make our passengers’ travel unforgettable”. Il Hun Yoon, head of Genesis design, and his team collected suggestions from those who already drive or ride the brand’s flagship and turned their requests into a large electric luxury SUV with an imposing presence.
Electric proportions
“Why an SUV? It was the missing piece in our product portfolio: the G90 needed a big brother with high wheels”, continues Il Hun Yoon, who has led Genesis design since last November and has previously worked for high-end brands such as Bentley and Mercedes-Benz. “We conceived the exterior styling as a monolith with typically electric proportions: a long wheelbase, short overhangs and a minimalism of form consistent with its green propulsion”.
References to tradition
To understand the link between Genesis and the traditions and customs of South Korea, it is enough to investigate the reason for the name Neolun, a combination derived from the Greek “neo”, meaning new, and the Latin “luna” (moon): “The smooth, polished surfaces recall the characteristic Korean porcelain vases, in the shape of the moon”, explains Il Hun Yoon, emphasising that craftsmanship is a necessary condition for the existence of any luxury brand. This is what differentiates the luxury brand from the generalist one, it is not just a matter of cost”.
Efficiency care
The search for purity led the designers to combine the headlamps in a double full-width light band that reaches the side, interrupted only at the wheel arches. At the bottom, the only openings at the front necessary to cool the technical components of the super SUV: “Although the shapes are sculptural and full, we have managed to take obsessive care of efficiency thanks to hidden aerodynamic appendages and small active spoilers. In addition, on the move, the air suspension provides unparalleled comfort and allows the Neolun to raise and lower itself”.
Cuddling passengers
Korean culture can be found in the interiors, inspired by the traditional concept of hospitality. “Each of us would like to treat our guests in the best possible way and in Korea this mantra is stronger than ever. So we imagined the passengers as the real guests of the Neolun and pampered them with every possible comfort”. The pampering starts when entering the car, which is easy thanks to the B-pillar contained in the folding doors and gives the interior the looks of a lounge. The four seats can be reclined, while the front seats can swivel towards the rear, transforming the cabin into a sitting room.
Korean-style warm-up
The interior heating system, also inspired by Korean tradition, is innovative. “Many people in Korea do not turn on the heater in their cars because the air becomes too dry, especially when it is very cold outside. We therefore adapted the system used for heating our homes in our cities to the Neolun: it is called “Ondol” and involves transferring heat directly from the floor and radiating it by means of thermal films applied to the dashboard, door linings and seat backs”. A tool that aims to increase the on-board comfort, especially for those who have to spend many hours in the car, perhaps in the traffic of a metropolis with tens of millions of inhabitants like Seoul. On this occasion the occupants of the Neolun will also be able to enjoy a real cinema hall thanks to two screens that descend from the roof and speakers distributed throughout the cabin, while when stationary the display in the centre of the dashboard rises vertically to 24.6 inches in size.
(Full article in A&D no. 267)
