Premium Korean auto brand Genesis Studio has recently opened at Vicinity’s Melbourne Emporium in Australia, the first of its kind in the shopping centre.

The new flagship store showcases Genesis’ range of the brand’s luxury vehicles, a striking 18-metre floor-to-ceiling LED backdrop, dark wood panelling, and burnished concrete interior finishes. The brand opened its first Australian test drive facility last year in Parramatta in Sydney’s western suburbs. Genesis is the premium brand of Hyundai.

“The retail environment and consumer preferences are changing, but physical retail remains a key part of the mix for brands, both in the purchase funnel but also in showcasing and educating customers as part of a brand awareness piece,” said Vicinity Centres’ chief operating officer, Peter Huddle.

“And by strengthening our portfolio with strategic partnerships and pioneering brands, Vicinity Centres continue to deliver a truly unique and diverse retail experience.”

Earlier this year, AMP Capital announced the launch of its AutoMall concept with Eagles Automotive, which will open in December at Indooroopilly. Meanwhile, online retailer Carexpert opened a physical space at Westfield Warringah Shopping Centre in April.

Meanwhile, in the UK Genesis is planning to offer a ‘butler-style’ service where company representatives drive a car to the prospective client for a demonstration and test drive. 
According to The Sun newspaper, the car maker says it will conduct as much of its business online as possible in the future – in a direct-to-consumer business model – which means it would need less physical space in expensive real estate strips for showrooms. 
The model is similar to that of Tesla which has limited showrooms in the UK and no dealer network.