Hyundai Motor Partners with Los Angeles County Museum for Innovative Exhibition Collaboration

Tavares strachan’s “The DAY TOMORROW BEGAN” to Launch at LACMA in Landmark Hyundai Partnership

Los Angeles, CA – hyundai Motor and the Los Angeles County Museum of Art (LACMA) are set to present a groundbreaking solo exhibition, “Tavares Strachan: The DAY TOMORROW BEGAN,” opening October 12, 2025, and running through March 29, 2026. This marks the sixth major presentation under the long-running ‘Hyundai Project,’ a collaboration dedicated to exploring the intersection of art and technology.

the exhibition will be the artist’s first large-scale museum showcase in Los Angeles, offering visitors a uniquely immersive experience across seven distinct spaces. Strachan’s work delves into untold narratives, particularly those surrounding the ‘African Diaspora,’ prompting a re-evaluation of historical perspectives. Expect a journey that blends the familiar – spaces like a barbershop and laundromat – with the surreal and unexpected.

This project is the culmination of over a decade of collaboration between Strachan and LACMA, beginning with his participation in the LACMA Art + Technology Lab in 2014. It was there he created “Enoch,” a sculpture honoring robert Henry Lawrence Jr., the first African American astronaut.

Strachan’s innovative spirit extends beyond the gallery walls.The exhibition will feature a piece from his ambitious 2018 project, supported by the Art + Technology Lab, which saw a work launched into space via satellite during the artist’s own space flight training. A version of this satellite-borne artwork will be on display.

“This exhibition explores the powerful narrative potential within art,” stated a Hyundai Motor representative. “It offers audiences a chance to broaden their understanding of history through a fresh lens and envision a more inclusive future.”

LACMA Director Michael Govan lauded the partnership, saying, “Tavares Strachan is a truly innovative and experimental artist. We are deeply grateful to Hyundai Motor for their continued support, which makes projects like this possible.”

The ‘Hyundai Project’ has consistently championed both technological advancements in art and the exploration of Korean art history. Following its run at LACMA, the exhibition will travel to the Columbus Museum of art.The exhibition is curated by LACMA Contemporary Art Curator Diana Nawi.

How does Hyundai’s partnership with LACMA differ from traditional automotive marketing strategies?

A new Vision for Automotive & Artistic Convergence

Hyundai Motor’s recent partnership with the Los Angeles County Museum of Art (LACMA) signifies a bold step beyond traditional automotive marketing. This isn’t simply a sponsorship; it’s a deep-dive collaboration aimed at exploring the intersection of art, technology, and mobility. The initiative focuses on creating thought-provoking exhibitions and public programs, positioning Hyundai as a cultural innovator alongside its role as a leading automotive manufacturer.This collaboration highlights a growing trend of automakers seeking to connect with consumers on an emotional and intellectual level, moving beyond vehicle specifications to brand values and lifestyle integration.

The Core of the Collaboration: “The Hyundai Project”

The centerpiece of this partnership is “The Hyundai Project,” a multi-year initiative designed to commission and present ambitious, site-specific artworks at LACMA. This isn’t about displaying cars in the museum, but rather using the museum as a platform to explore themes relevant to Hyundai’s vision for the future of mobility.

Here’s a breakdown of key aspects:

Commissioned Artworks: hyundai funds the creation of original artworks specifically for LACMA, allowing artists to respond to the museum’s architecture and surrounding urban landscape.

Focus on Innovation: The project prioritizes artists working with new technologies and materials, mirroring Hyundai’s own commitment to innovation in electric vehicles, autonomous driving, and enduring mobility solutions.

Public Engagement: Alongside the main exhibitions, “The Hyundai Project” includes public programs like artist talks, workshops, and community events, fostering a broader dialog about art and technology.

Long-Term Commitment: The multi-year nature of the partnership demonstrates Hyundai’s dedication to supporting the arts and building a lasting relationship with LACMA.

Exploring Themes of Mobility and Future Cities

The collaboration isn’t arbitrary. hyundai’s strategic direction centers around becoming a “Smart Mobility Solution Provider.” The partnership with LACMA allows them to visually and conceptually explore this vision.

Consider these thematic connections:

Urban Landscapes: Hyundai’s future mobility concepts are intrinsically linked to the evolution of cities. The artwork commissioned through “The Hyundai Project” often reflects on the changing nature of urban spaces and the role of transportation within them.

Human Connection: Despite advancements in autonomous technology, hyundai emphasizes the importance of maintaining human connection in the driving experiance.Art can explore this tension between technology and humanity.

Sustainability: Hyundai’s commitment to electric vehicles and sustainable practices aligns with a growing awareness of environmental issues, a theme frequently addressed in contemporary art.

Technological Advancement: The project provides a platform to showcase and discuss the latest advancements in automotive technology, framing them within a broader cultural context.

Benefits for Hyundai: Brand Elevation & consumer Perception

This partnership offers meaningful benefits for Hyundai beyond simple brand awareness.

Enhanced Brand Image: Associating with a prestigious institution like LACMA elevates Hyundai’s brand image, positioning it as elegant, forward-thinking, and culturally engaged.

Targeting a New Audience: The collaboration allows Hyundai to reach a demographic that might not traditionally be interested in automobiles – art enthusiasts and cultural consumers.

Strengthening Brand Loyalty: By demonstrating a commitment to values beyond profit, Hyundai fosters stronger emotional connections with existing customers and attracts new ones.

Thought leadership: The partnership positions Hyundai as a thought leader in the field of mobility, sparking conversations about the future of transportation and urban life.

Positive PR & Media Coverage: The innovative nature of the collaboration generates positive media coverage,further amplifying Hyundai’s message.

Real-World Examples & Past Collaborations

While the LACMA partnership is relatively new, Hyundai has a history of engaging with the art world.

Hyundai Commission at Tate Modern (London): For over two decades, Hyundai has sponsored the annual Hyundai Commission at the Turbine Hall of Tate Modern, showcasing large-scale installations by renowned artists. This long-running collaboration has established Hyundai as a major supporter of contemporary art.

Hyundai Blue Prize (Korea): This annual art prize recognizes emerging Korean artists, further demonstrating Hyundai’s commitment to nurturing artistic talent.

Design Collaborations: Hyundai has also partnered with designers and architects on various projects, integrating art and design into its vehicle progress process.

Impact on the Automotive Industry & Cultural Partnerships

Hyundai’s approach is influencing other automakers to explore similar cultural partnerships. We’re seeing a shift away from traditional advertising towards more experiential and meaningful brand engagements. This trend reflects a broader understanding that consumers are increasingly seeking brands that align with their values and offer more than just a product.

The success of the Hyundai-LACMA collaboration will likely serve as a case study for other automotive companies looking to forge deeper connections with the art world and establish themselves as cultural innovators. The future of automotive marketing may well be found at the intersection of art, technology, and mobility.