Car dealerships have a bad rap. There is no getting around it. And with so many buying options available now, including Internet sales, car dealers have been struggling to increase brand recognition and loyalty with increasingly savvy buyers. Enter the era of the "Brand Experience Center" ushered in by Audi in 2006, and attempted by some of the biggest names in the luxury business - Cadillac, Lexus, Mercedes-Benz, Lamborghini, Lincoln, and others, have tried the concept with varying degrees of success. Now comes Genesis, the luxury brand owned by Hyundai, which recently opened Genesis House in the meatpacking district of New York City. The obligatory car showroom is paired with art installations, a theater, a tea house, a reading room, and a Korean Michelin-starred restaurant. Architectural Digest has all the details on this unique concept attracting luxury buyers from all over the country.
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