Genesis sought to launch its new Mint Concept, the all-electric, luxury car and introduce its new ‘Small Car, Big City’ messaging. The event was reserved for media and select VIP influencers – fans could tune in virtually via livestream. 

INVNT provided strategic and creative insight, while managing all production for the exclusive experience. New York’s ultra-premium Hudson Yards brought Genesis’ premium lifestyle and design-led brand pillars to light – the first official event to be held at the site. 

The launch featured live 3 music performances, 75 dancers, models showcasing the fashions of Prabal Gurung and of course the Genesis Mint Concept, ensuring guests had a front row seat to the global debut of the new vehicle.

The event was an immense success, attracting 250+ VIP guests. Its live stream saw over 450K+ views on Twitter and more than 75 articles covered the launch including Architectural Digest, Drive andThe New York Times who described it as “one of the hottest tickets in town”.