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Most Interesting New Restaurant in NYC Is…Inside a Car Dealership?

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Genesis vehicle


After crossing the massive showroom, past gleaming new cars and SUVs, then up a flight of stairs, visitors to the new Genesis House will find an extraordinary restaurant that offers a fine dining experience rooted in ancient tradition, techniques, and recipes from Korean noble families that date back to the 1300s.

That is, of course, a far cry from the cookies or hot dogs you might find at a typical dealership. But New York’s new Genesis House is not your typical showroom. In fact, you can’t actually buy a car there.

Rather the massive 46,000-plus-square-foot Genesis House is a masterclass in brand engagement. The space serves as a point of entrée for would-be customers to explore Korean luxury maker’s DNA.

“At 40 Tenth Avenue, we custom designed a space that showcases our brand in harmony and balance with its surroundings” says Claudia Marquez, chief operating officer of Genesis Motor North America. “Genesis House New York is a sophisticated oasis located in the heart of New York City’s Meatpacking District offering extraordinary experiences and community, Korean culinary excellence, innovative architecture, and craftsmanship. It’s a destination for people from around the world to explore and engage with the Genesis brand.”

A major part of that plan is to win over customers’ hearts through their stomachs. Food is a cornerstone of the experience at Genesis House. The restaurant was created in partnership with Onjium, a Michelin-starred culinary innovator and cultural institute in Seoul, which uses both modern and traditional techniques to present ancient recipes from the Korean noble class.

A Korean menu, 700 years in the making

“Korean fine dining is often categorized as ‘modern Korean’,” according to Cho Eun Hee, chef and artisan at Onjium. “In my opinion, however, it’s a combination and application of Western ingredients and recipes with Korean techniques. Onjium’s cuisine is deeply rooted in Korean culture and cuisine and thereby can be considered ‘traditional Korean’.”

The menu is unlike anything else diners will find in the Big Apple or even outside Korea. The restaurant offers a tasting menu as well as à la carte selections. Dishes include suranchae, a transcendent seafood dish from the Silla dynasty (alone worth the price of admission), sophisticated grilled beef, a delicate mushroom broth, an authentic selection of banchan (side dishes) as well as desserts, including a custard with pine nuts, known as ssanghwa-pyeon.

While the restaurant has been open less than a month, reservations are booking farther and farther out—thanks to the stunning flavors and flawless execution. So, if you want to visit, we recommend getting your name down sooner rather than later.

Of course, re-creating food from 700 years ago requires a bit of adaptation and balance. “Challenges arise when attempting to recreate menus from old recipes—whether it be ingredients lost over time, or even recipes that don’t exist at all,” Cho said. “When adjustments have to be made, we try to find acceptable substitutes for ingredients based on seasonality and accessibility. We also try to modernize some of our presentations by applying contemporary technique to our cutting and plating styles. First and foremost, however, we always try to adhere to the spirit and intention of the original dish.”

Genesis

An experience that offers more than a meal

Along with the showroom and restaurant, Genesis House also offers visitors a Tea Pavilion. Here, guests can indulge in a tea ceremony with curation by Arumjigi. There’s also a reading library curated by Assouline with Korean books and collections on art, design, food, and travel. The Terrace Garden sits alongside the High Line and offers views of the Hudson River and Lower Manhattan.

“We want visitors to walk away from Genesis House refreshed, having nourished their bodies and minds through the experiences they’ve had recharging through relaxation and culinary delights,” Marquez says. “Consumers will certainly notice the attention to detail in the space and on the menu, and that will translate to demonstrating the craftsmanship, design, and engineering of our award-winning vehicles.”

After experiencing Genesis House, customers interested in getting behind the wheel of one of those vehicles, will need to head off to their local Genesis dealership to order one. It’s sure to be a nice experience—just don’t expect a Michelin-level meal.

At time of publish, Genesis House is temporarily closed and scheduled to reopen Dec. 27, 2021.

Make a reservation


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10 Best Porters to Drink Right Now

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A bottle of Deschutes Black Butte Porter




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Best Time-Under-Tension Workout for Total-Body Strength

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Barbell Back Squat


The key to 360-degree muscle: 90-degree eccentric isometrics. It might seem like we’re throwing a lot of geometry at you, but the concept behind time under tension (TUT) is simple, says Joel Seedman, PhD, owner of Advanced Human Performance: “Perform the lowering phase of a movement in a slow, controlled fashion, usually 3 to 5 seconds; pause in the stretched position, typically around 90 degrees; then perform the lifting phase in a powerful yet controlled fashion.” Believe us, a time-under-tension workout can humble even seasoned lifters…Eccentric isometrics are like the pressure cooker of training.

“Rather than mindlessly performing slow-tempo reps, you’re using the increased time under tension as a means to fine-tune your body mechanics and alignment, which requires more mental engagement and focus,” Seedman adds.

If you want to forge functional muscle mass and strength while simultaneously bulletproofing the joints and connective tissue, give this 10-move, full-body eccentric isometrics workout a go.

Directions

Perform the following moves as 90-degree eccentric isometrics following the above protocol. Use heavy weight, but not at the detriment of proper form. Rest 60 to 90 seconds between sets and 2 minutes between circuits. Perform once every 2 to 4 days for optimal results.

Best Time-Under-Tension Workout for Total-Body Strength

Circuit 1

Marius Bugge

A. Barbell Back Squat

Set a squat rack up with heavy weight, then grasp bar and step under it. Squeeze shoulder blades together, then stand to unrack bar and step back with feet shoulder-width apart. Inhale, hinge at hips and slowly bend knees to 90 degrees. Pause, keeping natural arch in low back, then extend through hips to powerfully stand. 3 x 4-6 reps

Athletic man wearing gray T-shirt and maroon shorts renegade row
Marius Bugge

B. Renegade Row

Start in the top position of a pushup with hands shoulder-width apart on moderate-to-heavy dumbbells (shown). Explosively drive right elbow back to row dumbbell toward ribs while balancing on opposite hand and feet. Pause, then slowly lower weight, stopping a few inches above floor. Switch sides after all reps are done. 3 x 5 reps each side

Circuit 2

Athletic man wearing gray T-shirt and maroon shorts doing renegade row Dumbbell Bentover Row in gym
Marius Bugge

A. Dumbbell Bentover Row

Stand with feet hip-width apart, holding two moderate-to-heavy dumbbells in front of thighs, palms facing you. Push hips back and hinge torso forward so it’s nearly parallel to floor, soft bend in knees. Dumbbells should be near shins. Drive elbows back to row weights toward ribs. Pause, then slowly lower down for 3 to 5 seconds. 3 x 4-5 reps

Athletic man wearing gray T-shirt and maroon shorts doing Incline Dumbbell Chest Press with Legs Raised 
Marius Bugge

B. Incline Dumbbell Chest Press with Legs Raised 

Set an adjustable bench to a 30- to 45-degree angle and lie back with dumbbells in either hand. Engage core and lift legs off floor, flexing feet. Press weights overhead, palms in. Slowly lower to 90 degrees, staying tight and compact. Pause, then drive weights up directly over chest. 3 x 4-5 reps

Circuit 3

Athletic man wearing gray T-shirt and maroon shorts doing Dumbbell Bulgarian Squat
Marius Bugge

A. Dumbbell Bulgarian Squat

Stand lunge-length in front of a flat bench, holding heavy dumbbells in each hand by your sides, palms facing in. Rest the ball on top (shoe’s laces) of your right foot behind you on the bench. Slowly lower your body until your front thigh is parallel to the floor. Pause, then drive through your heel to stand. Switch sides after all reps are complete. 2 x 3-4 reps each side

Athletic man wearing gray T-shirt and maroon shorts doing Single-leg Romanian Deadlift
Marius Bugge

B. Single-leg Romanian Deadlift

Stand with feet hip-width apart holding dumbbells or kettlebells. Drive right leg up, foot flexed, knee aligned with hip, making a 90-degree angle. Hinge at hips as you slowly lever your torso toward floor, lowering weights and driving right leg back for counterbalance. Hold, then squeeze glutes to reverse. 2 x 3-4 reps each side

Circuit 4

Athletic man wearing gray T-shirt and maroon shorts doing pullup
Marius Bugge

A. Pullup

Hang from a pullup bar using an overhand grip with legs extended and feet flexed. Engage lats and draw shoulders down your back, then pull yourself up until chin is higher than hands. Pause at the top, then slowly lower. Pause at bottom, then reset before your next rep. 2-3 x 4-5 reps

Athletic man wearing gray T-shirt and maroon shorts doing Kneeling Overhead Barbell Press
Marius Bugge

B. Kneeling Overhead Barbell Press

Hold a bar with moderate-to-heavy load at shoulder level with forearms perpendicular to floor. Kneel at end of bench with feet flexed to grip edge for support. Inhale, engage your core and glutes, then press the bar overhead, pushing your head forward so it passes your face, exhaling at the top.
Slowly lower until elbows are at 90 degrees, then hold to maintain tension. Begin your next rep from here. 2-3 x 4-5 reps

Circuit 5

A. Dumbbell Pushup

Place hands on dumbbells (this provides greater range of motion) at shoulder width and feet wider than shoulder width with just toes touching the ground. Keep head neutral and hips high to increase tension on core, chest and tris and reduce stress on spine. Slowly lower to the floor. Stop
once elbows hit 90 degrees, pause, then push up to start. 1-2 x 6-8 reps

B. Biceps Curl

Stand with feet hip-width apart with moderate-to-heavy dumbbells in each hand hanging by sides. Engage biceps to curl the weights up, keeping upper arms still. Pause at the top, then lower slowly. Don’t let arms drop all the way down to keep greater time under tension on biceps. 1-2 x 6-8 reps


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The Best Jump Ropes for a Killer Cardio Workout

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The Best Jump Ropes for a Killer Cardio Workout




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