Endurance racing meets Korean hospitality.

Event

Lone Star Le Mans

Description

Genesis Magma Racing came to Circuit of The Americas with two hypercars, a guest list of the most influential names in American motorsport media, and one weekend to prove a new luxury brand belongs in endurance racing. The hospitality had to feel like Genesis' fiftieth race day, even though it was their very first.

Retailers & VIPs

Media Guests

Race Days

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Making Son-nim physical.

Everything in the brief traced back to one idea: Son-nim, the Korean practice of treating every guest as an honored visitor. Our job was to make that philosophy physical. We fabricated the entire event kit, from the carpet underfoot to the graphics on the walls.

An orange Genesis GV60 Magma parked under the porte-cochere of the Four Seasons Austin to greet arriving guests.

First stop, Four Seasons.

The weekend began with a greeting at the Four Seasons. Guests checked in and found Genesis already waiting: a GV60 Magma under the porte-cochere and, just inside, a private Genesis Lounge with leather sofas, calla lilies, and Spot the robot dog delivering welcome gifts. It was the first of two spaces we dressed for the weekend, and the first taste of Son-nim. Before anyone had seen a race car, they already felt looked after.

The private Genesis Lounge at the Four Seasons Austin, with leather sofas, calla lilies, and a Welcome to Genesis wall dressed for guest arrivals.

Home base above the pit lane.

Once race day arrived, guests moved from the hotel to Genesis Club One, the private hospitality suite we built above the pit lane at Circuit of The Americas. Home base for the weekend, the lounge kept guests comfortable and entertained whenever the on-track action slowed, with plush seating, custom-branded accents throughout, and a pair of racing simulators for anyone who wanted a lap of their own. But to truly deliver on Son-nim, we couldn't stop there.

Wide view of the Genesis Club One hospitality suite with custom Genesis Magma Racing carpet graphics, a bar, and lounge seating overlooking the track.

Merch made while you watched.

Tucked into the suite was a working merch shop. Guests watched their custom tees get screen-printed and their cowboy hats hand-finished on the spot, then walked out with a piece of the weekend they'd had a hand in making.

A guest laughing while a hatter hand-finishes her custom cowboy hat at the Genesis Club One merch shop.

Then the doors opened onto the paddock.

Guests rode hot laps in the GV60 Magma, walked the grid beside the GMR hypercars, and toured the team garage with the people who run it. When the drivers came upstairs to Genesis Club One for a Q&A in front of the track map, the room filled. And when the green flag dropped, everyone turned to the windows for six hours of racing.

Guests on a grid walk beside the Genesis Magma Racing hypercar before the Lone Star Le Mans start at Circuit of The Americas.

Genesis Club One earned its name.

Genesis Club One hosted an intimate, hand-picked group of guests over the weekend, and the reviews came in before the final checkered flag. "Every detail is so well thought out. I truly feel like your Son-nim," said MotorTrend's Billy Rehbock. Genesis came to prove a new luxury brand belongs in endurance racing. Everyone in the room left convinced.