Hyundai Motor Co. Extends LACMA Partnership to 2037, Strengthens Support for Art and Technology Convergence

*This content was translated by AI.

Hyundai Motor will extend its partnership with the LA County Museum of Art (LACMA) until 2037, establishing a long-term cooperation system. The two companies have been exploring new possibilities for sustainable art ecosystem expansion and art through partnerships that have continued since 2015, and through this extension, they plan to further expand the scope of cooperation.

Hyundai Motor has sponsored a total of eight exhibitions with LACMA over the past decade, including an exhibition that expanded the boundaries between art and technology and a special exhibition based on research on Korean art history. In addition, it has supported 45 artist projects through Art + Technology Lab, which attempts to integrate art and technology.

The new exhibition series "Hyundai Project," which was unveiled along with the extension of the partnership, will run every other year from 2028. The program focuses on viewing the world of world-renowned writers' work linked to Los Angeles and the Pacific Rim and introducing new works. In particular, it plans to expand the audience's artistic experience outside the exhibition hall by installing large banner works on the exterior wall of the museum building before the opening of the exhibition.

Support for the existing 'Art + Technology Lab' will also continue. Starting this spring, the applicants will be selected through a biennial contest, and programs to disclose the artist's research process to the public, such as symposiums and demo days, will be regularly held to strengthen their function as a communication platform.

Hyundai Motor Group Chairman Chung Eui-sun said, "Through this cooperation, we will support artists' creative attempts and expand opportunities for audiences to interact with art." LACMA Director Michael Govan also expressed his intention to work closely to support future generations of creators, with partnerships with Hyundai contributing to artistic innovation and expanding global discourse.

Meanwhile, in addition to LACMA, Hyundai Motor continues to cooperate with global art institutions such as the Tate Art Museum in the United Kingdom and the Whitney Art Museum in the United States, and continues to present art projects to support the revitalization of domestic and foreign art museums and international exchanges

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*This content was translated by AI.