Hyundai Motor Co. is continuing its 10-year initiative with a Los Angeles art museum with a new exhibit from an American conceptual artist.
The exhibit from Barbara Kruger is entitled “Thinking of You. I Mean Me. I Mean You,” opened at the Los Angeles County Museum of Art March 20 and runs through July 17.
Expanding on her previous work on buses in other cities. Kruger has created a mobile public artwork “Untitled (Car),” which is a wrap affixed to Hyundai’s newest electric vehicle, the Ioniq 5. The vehicle will be on view driving throughout Los Angeles during the run of the exhibition
The exhibit is Kruger’s largest comprehensive survey and features 33 works in various media, including photography, sculpture, graphic design, architecture and audio-visual installations.
The partnership between the car company and art museum aims to spark dialogue and empathy, said Thomas Schemera, global chief marketing officer and head of customer experience division of Hyundai Motor Co.
“Barbara Kruger’s way of challenging conventional perspectives inspires us in many ways, and we are honored to be part of her urban intervention, especially at a time when social interaction has been limited for too long in public spaces,” Schemera says in a release.
Kruger is most known for her collage style that consists of black-and-white photographs, overlaid with declarative captions, stated in white-on-red text. The captions typically include pronouns, like ""you," “we” and “they” addressing cultural constructions of power, identity, consumerism and gender.
Hyundai Motor and LACMA’s partnership is the longest and largest programmatic commitment from a corporate sponsor in the museum’s history, according to the art museum.
Under the umbrella of "The Hyundai Project," the partnership allows LACMA to make significant strides in two important fields, art + technology and Korean art scholarship. Hyundai’s support in these areas encompasses acquisitions, exhibitions and publications through 2024.
The partnership also reflects Hyundai’s commitment to contribute to the development of arts and culture by supporting institutions and exhibitions around the globe, with the aim of conveying the brand’s vision of "Progress for Humanity" through long-term partnerships, according to the automaker.
Hyundai has sponsored other art exhibits at other museums including one at the Tate Modern in London in 2018.