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The Hyundai Project at LACMA

The third exhibition part of
‘The Hyundai Project’ announced!

HYUNDAI MOTOR WITH LACMA

A 10-year partnership with LACMA

Lynda and Stewart Resnick Exhibition Pavilion, Los Angeles County Museum of Art Author: Alex Vertikoff, Photo © 2010 Museum Associates/LACMA

In 2015, as the third museum partnership following the partnerships with the National Museum of Modern and Contemporary Art, Korea (MMCA) and Tate, Hyundai Motor announced a new collaboration with the Los Angeles County Museum of Art (LACMA). ‘The Hyundai Project at LACMA’ is a 10-year partnership (2015–24) that focuses on significant fields - art and technology and Korean art - reflecting Hyundai Motor and LACMA’s forward-thinking vision.

Located at the heart of the city, Los Angeles County Museum of Art (LACMA) is the largest art museum in the western United States. LACMA is renowned for the breadth of its programming, robust exhibition schedule, and permanent collection, which includes more than 130,000 objects that span both history and geography. A museum of international stature as well as being vital part of Southern California, LACMA shares its vast collections through exhibitions, public programs, and research facilities that attract over 1.2 million visitors annually, in addition to serving millions through digital initiatives such as online collections. Hyundai Motor supports the museum’s track record of taking risks and innovation as well as its groundbreaking merging of art and technology. Through our partnership we would like to support the museum, curators, and artists to explore creative values in the intersection of art and technology and Korean art.

[Hyundai Meets] The Hyundai Project at LACMA
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[Hyundai Meets] The Hyundai Project at LACMA

Art + Technology exhibitions and the lab

As a part of the partnership between Hyundai Motor and LACMA, based on the common ground of “innovation of technology and art,” a series of exhibitions combining art and technology will be presented from 2015 until 2024. ‘The Hyundai Project: Art + Technology’ is a project that follows the traces of LACMA’s Art & Technology program operated from 1967 to 1971. In 2015, the first exhibitions were successfully held, displaying works of international artist group Random International and artist Diana Thater. Leading artists exploring the merging of art and technology will present exhibitions throughout the 10 years. Hyundai Motor also supported LACMA to house two works respectively by Robert Irwin and James Turrell, who were participants in the early years of the Art & Technology program in the 1960s. As a presenting corporate sponsor, Hyundai Motor is also opening up a new era of art with LACMA with the ‘Art + Technology Lab’, which has been providing grants, in-kind support, and facilities at the museum to foster both the creativity of the next generation of leading artists and the flexibility of technology to support them.

The Hyundai Project: Alejandro G. Iñárritu

East facade of the Broad Contemporary Art Museum (BCAM), installation of Chris Burden’s Urban Light (gift of the Gordon Family Foundation’s gift to Transformation: The LACMA Campaign), and Robert Irwin’s Primal Palm Garden, ⓒ 2015 Museum Associates/LACMA

Design: Neil Kellerhouse

As the third exhibition of the The Hyundai Project, Hyundai is pleased to support Alejandro G. Iñárritu's latest work, <CARNE y ARENA (Virtually present, Physically invisible)>, which is a conceptual virtual reality installation that explores the human condition of immigrants and refugees. Having premiered in May at the 70th Cannes Film Festival as its first virtual reality Official Selection, and produced and financed by Legendary Entertainment and Fondazione Prada, the extensive full version will open at LACMA on July 2, 2017—the first U.S. museum to debut this installation.

Centered around a 6 ½-minute solo virtual reality experience that reunites frequent collaborators Iñárritu and Emmanuel Lubezki alongside producer Mary Parent and ILMxLAB, <CARNE y ARENA> employs state-of-the-art immersive technology to create a multi-narrative light space with human characters. Based on true accounts, the superficial lines between subject and bystander are blurred and bound together, allowing individuals to walk in a vast space and thoroughly live a fragment of the refugees’ personal journeys.

“During the past four years in which this project has been growing in my mind, I had the privilege of meeting and interviewing many Mexican and Central American refugees. Their life stories haunted me, so I invited some of them to collaborate with me in the project,” Iñárritu says. “My intention was to experiment with VR technology to explore the human condition in an attempt to break the dictatorship of the frame, within which things are just observed, and claim the space to allow the visitor to go through a direct experience walking in the immigrants’ feet, under their skin, and into their hearts.”

Korean Art Scholarship Initiative

Broad Contemporary Art Museum (BCAM), north façade January, 2008 © Weldon Brewster

International interest in Korean art both historical and contemporary is growing. ‘The Hyundai Project at LACMA’ aims to promote and foster scholarship in the field of Korean art on the global scale. Hyundai Motor’s partnership with LACMA, a museum with one of the finest collections of Korean art outside of Korea, supports three exhibitions and multiple publications planned over the next decade, ranging from historic, traditional art forms to new works by contemporary Korean artists. The Korean Art Scholarship Initiative creates a new platform and model for research in these areas—key aspects of Korean art that have never before been explored on this scale in either exhibitions or books published outside Korea.
- Three exhibitions are to be presented in 2018, 2022, 2024
- Exhibitions will be complemented by international symposia, online scholarly publications, and exhibition catalogues.

LACMA Collator

Lynda and Stewart Resnick Exhibition Pavilion, Los Angeles County Museum of Art Author: Alex Vertikoff, Photo © 2010 Museum Associates/LACMA

Under ‘The Hyundai Project at LACMA’, Hyundai Motor and LACMA will launch an innovative initiative designed to bring the experience of art beyond the walls of the museum to a global audience. A website featuring a customizable catalogue will be available to visitors, who can browse a large selection of LACMA’s permanent collection and create a print catalogue with their customized selection of works.” The platform named ‘LACMA Collator’ will be soon available.

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