In the past, shopping for a new car was a significantly different process than it is today, and the Genesis Gagnam store is evidence of just that. The store is designed to provide a holistic experience as opposed to something geared toward retail alone, and it thus works to establish the Genesis brand as much as possible.
In the days before the internet, car shopping was much the same as shopping for any other product. Prospective buyers might decide on a brand ahead of time, but they'd then go to the dealership to see which model made the most sense for them. With the wealth of research options available to modern consumers, most people already know exactly what they want by the time they go to the dealership. The Genesis Gagnam store, which was designed by OMA, recognizes that reality, and it's made to show off the Genesis brand identity instead.
Image Credit: June Young Lim