“Thanks to Genesis House’s floor-to-ceiling LED screen and the addition of mirrored walls throughout the space, we were able to play with movement, depth, and perspective to create a holistic experience that leads guests to question where the physical ends and the digital begins,” Leatham said.Photo: Matteo Prandoni/BFA.com
Genesis House is currently hosting "BLOOMTANICA," an exhibition by floral artist Jeff Leatham. Open through June 9, the surreal world features IRL installations combined with digital components, exploring the relationship between nature and technology.
Located in New York City’s Meatpacking District, Genesis House comprises a restaurant, a library, and event space and is perched above the Genesis automotive showroom. The luxury vehicle brand is owned by South Korea vehicle manufacturer Hyundai, which explains the space’s modern Korean-inspired design.
It also influenced Leatham’s exhibition, which takes inspiration from the lush gardens in Seoul.
“We wanted guests to feel like they’re truly embarking on a journey when they step into Genesis House, leaving behind the hustle of New York City and entering a world that seamlessly blends the beauty found in both nature and technology,” explained the floral designer. “I hope that visitors leave 'BLOOMTANICA' with a newfound appreciation for the beauty found throughout Korea’s natural landscape and the unique practices that both shape and inspire Korean gardens.”
Rachel Espersen, executive director of brand experience for Genesis House and Studios at Genesis Motor America, said that the "idea of an immersive experience centering around both physical and digital floral designs was a perfect blending of our mission to honor Korean culture with progressive technology and audacious design.”
Each floor is a multidimensional, sensory experience—from the cascading displays in the showroom to the winding mirrored columns and LED experience in The Cellar Stage, the venue’s event space. Hues of deep purple, lavender, and plum, complemented by bright orange accents, draw inspiration from both Leatham’s signature Vanda orchid and the Korean night sky.
“The largest and most exciting challenge creating 'BLOOMTANICA' was working with a new medium to create a digital landscape that was just as awe-inspiring as the organic materials I typically work with,” Leatham said. “Finding a way to merge nature and technology into one harmonious experience was an entirely new task for me, and it was surreal to see the final details come to life in a celebration of floral design, Korean culture, and technological innovation.”
Leatham is known for his bold floral designs for hotels, weddings, and events, with a roster of celebrity and VIP clientele. He also recently launched a new book, The Art of the Flower: A Photographic Collection of Iconic Floral Installations.
The "BLOOMTANICA" installation concludes on the second-floor restaurant level with floral accents woven throughout the dining room’s bar area where guests can enjoy a custom themed floral cocktail.
As an extension of the Genesis brand, Genesis House aims to host events that reflect its core values. “Our approach to developing installations and events is centered around authenticity and shared values with partners,” Espersen said. The venue also recently partnered with the Council of Fashion Designers of America (CFDA) to create the association's first AAPI-focused grant for upcoming fashion designers, providing council, mentorship, and funding for the program.
“Genesis House is intended to be a home for innovation, design, and experiences, developed through the lens of a distinctly Korean luxury vehicle brand," Espersen explained. "These partnerships are a way for us to broaden our reach to guests and visitors, while keeping in line with the core mission of the space."
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