AVANTGARDE was appointed by Genesis Europe to revolutionise Genesis' eight Studios across Europe. These Studios, located in the UK, Germany, and Switzerland, were tasked with delivering culturally relevant brand experiences in 2024 and 2025. 

Starting with Genesis Studio Frankfurt, AVANTGARDE implemented the “Symphony of Senses” activation offering experiences that ignited all senses for Studio visitors. The primary experience involved working alongside local floral artist, Kelly Ekartdt, who alongside AVANTGARDE transformed the Studio into a floral exhibition that demonstrated the key values of Genesis Korean hospitality whilst also offering guests the opportunity to take part in a floral masterclass.  

The Frankfurt activation spanned the summer running from July until the end of September with further European Studio activations planned over the next few months.