the hyundai project at lacma€¦ · partnership (201524) that focuses on significant fields - art...

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

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Page 1: The Hyundai Project at LACMA€¦ · partnership (201524) that focuses on significant fields - art and technology and Korean art - reflecting Hyundai Motor and LACMA’s forward-thinking

The�Hyundai�Project�at�LACMAThe�third�exhibition�part�of��

‘The�Hyundai�Project’�announced!

Page 2: The Hyundai Project at LACMA€¦ · partnership (201524) that focuses on significant fields - art and technology and Korean art - reflecting Hyundai Motor and LACMA’s forward-thinking

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�(2015­24)�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

A�10-year�partnership�with�LACMA

Page 3: The Hyundai Project at LACMA€¦ · partnership (201524) that focuses on significant fields - art and technology and Korean art - reflecting Hyundai Motor and LACMA’s forward-thinking

support�the�museum,�curators,�and�artists�to�explore�creative�values�in�the

intersection�of�art�and�technology�and�Korean�art.

Art�+�Technology�exhibitions�and�the�lab

Page 4: The Hyundai Project at LACMA€¦ · partnership (201524) that focuses on significant fields - art and technology and Korean art - reflecting Hyundai Motor and LACMA’s forward-thinking

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.

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�2017�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�is�on�view�at

LACMA�from�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

The�Hyundai�Project:�Alejandro�G.�Iñárritu

Design:�Neil�Kellerhouse

Page 5: The Hyundai Project at LACMA€¦ · partnership (201524) that focuses on significant fields - art and technology and Korean art - reflecting Hyundai Motor and LACMA’s forward-thinking

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.”

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.

Korean�Art�Scholarship�Initiative

Page 6: The Hyundai Project at LACMA€¦ · partnership (201524) that focuses on significant fields - art and technology and Korean art - reflecting Hyundai Motor and LACMA’s forward-thinking

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.

LACMA�Collator