Genesis Beijing wanted to create a new urban experience based on mental wellbeing and social connection - for everyone. In line with Genesis Beijing's deep conviction, the brand was built on Chinese philosophy – specifically the notion of ‘wu wei’ or ‘effortless effort’ which means living more instinctively, going with the flow, not resisting change. The idea at the heart is ‘lose yourself to find yourself’. The brand is intended to create a state of mind, not just convey a message.
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