White concept car parked beneath a canopy of hundreds of thin blue LED light strands hanging from the ceiling in a dark showroom.

Launching the Genesis Magma

Client: Genesis
Industry: Automotive
Output: Experiential
Services: Creative Strategy, Creative Technology

Genesis wanted to launch its first-ever Electrified GV70 with a head-turning moment.

DE-YAN created a six-week outdoor experience on the High Line, just outside Genesis House, anchored by 3,000 feet of LED lighting that transformed the space into the city’s newest holiday lighting destination.

11,000
Daily Impressions: 7M
Impressions: 3,000 FT
LED Lighting

A car centered in a boxy mirrored frame against a backdrop of hanging red string lights, viewed straight on.

A car's rear reflected at the center of a dark tunnel lined with white neon tubes and violet string lights.

A car reflected in mirrored panels beneath a canopy of blue-white string lights hanging from the ceiling.

Close-up of a car's front grille and headlights under a mirrored blue neon-tube ceiling, symmetrically reflected.

A car repeated diagonally across faceted mirror panels with a hanging red string-light curtain behind it.

A car centered in a boxy mirrored frame against a backdrop of hanging red string lights.

A car reflected inside a triangular mirrored prism structure lit with violet string lights and white neon lines.