Genesis Seoul Racer

Luxury Korean automotive brand, Genesis, sponsor of Hallyu! The Korean Wave at the V&A South Kensington, is hosting a one-off large-scale arcade gaming experience. Inside the museum’s Exhibition Road Courtyard, the Genesis electric GV60 car will power a free interactive driving game, which will be projected onto the facade of the V&A in eye-catching neons.

Visitors are invited to book a free four-minute slot to secure their turn to race the car through the high-octane streets of Seoul in a Korean-inspired racing challenge played out from inside the Genesis GV60. The colours and iconography throughout the game take inspiration from the colourful and dynamic celebration of Korean culture within the V&A’s Hallyu! exhibition.

The most-skilled drivers will see their names rise up the leader board in lights and be in with a chance of winning a pair of tickets to the Hallyu! Exhibition.

As a champion of art and culture, and a leader in design, the Genesis unique ‘distinctly Korean’ offering has successfully disrupted the market by offering premium, Korean-designed cars with a luxury experience. By bringing to life the Korean culture of “sonnim”, hospitality is embedded in the Genesis ethos, making the brand the perfect partner to support this first major exhibition on Korean culture.