"Audacious, breathtaking, and inspiring," says Jeff Leatham of his recent floral exhibition, Bloomtanica, located within MICHELIN Guide selection restaurant Genesis House. "This was my first project working in both an organic and digital landscape, so I knew I wanted the design of the florals to be equally as stunning technologically as they are naturally." This mindset is inherent to Genesis and Genesis House which acts as an oasis in the center of New York's Meatpacking District and prides itself on highlighting the Korean diaspora across the senses. Leatham's efforts proved to be equally wowing, bringing to life an immersive experience using LED and further amplifying Genesis House's commitment to innovation, design, and culture.
"It's been remarkable to see Jeff's creative vision transform Genesis House into a floral landscape, blending our core values through nature and technology," says Rachel Espersen, executive director of brand experience for Genesis House. "Korean culture is a huge part of Genesis House's identity, so it was essential for us to incorporate nods to Korea throughout the installation," adds Leatham. This was achieved through mimicking the night sky in Seoul, riffing off the color palettes of Korea's national flower (it's the Hibiscus syriacus also known as the Korean rose), and utilizing the space itself to act as a bridge between between the tangible and intangible something intrinsic to Korean culture. "There is a unique juxtaposition between tradition and current trends in Korean culture—tradition is deeply ingrained in so many aspects of Korean life and customs, while their culture is also influencing what’s relevant in global pop culture, from technology and music to design and beauty," adds Leatham. And while Bloomtanica reinforced the beauty of the flora and fauna that exists there, the Genesis House menu carries over these themes through their food and beverage offering providing a complete experience.
Those touches come in the form of Genesis House's Yukhoe, a traditional fresh beef dish, and drinks like the Saratoga Runway and Trail of Petals. All feature floral elements creating a common thread between Leatham's installation and gastronomy. "You have to respect the concept of the kitchen craft," says the Genesis House Culinary and Beverage team, adding, "likewise, we have to center the components of a menu. Floral and aromatic products echo the agricultural cycle and add the components that are the final missing aspect to the Korean table." For the aforementioned Yukhoe which uses Wagyu beef coupled with sharp notes of Asian pear and pickled vegetables, the resulting design blossoms on the plate. Similarly, the beverage program alludes to florals through the senses. "Floral infusions and botanical extracts into soju or macerations into takju and magkeoli are a traditional means of bringing the [seasonal] aromas to the table," adds the team. Ingredients are at the heart of the menu at Genesis House and the team selected West 32 Reserve Soju which comes from Saratoga County in New York as one of their prime liqueurs. "We wanted a bourbon forward cocktail that could blend well with a local soju," says the team. "We decided to incorporate the floral notes of Magnolia combined with coffee-bitters to create a beverage that could get you ready to fly anywhere."
And those flights translated into sensory harmony. With Genesis House opening their terrace for al fresco dining and drinking, the team is already working on upping the ante on their already haute cuisine. For Leatham, the confluence between style and experiential co-exist in equal measure. "I’m beyond proud of the world we’ve created together combining the beauty of our floral designs with the rich cultural ambience at Genesis House," he adds. And now, with a delicious finish to boot.
