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