Hyundai Motor, Strategic Partnership with 'Rhizome'... Experimenting with the Possibilities of Digital Art

Hyundai Motor Company and New Museum Rhizome Partnership Logo

Hyundai Motor Company and New Museum Rhizome Partnership Announcement Poster

[Asia Economy Reporter Ki-min Lee] Hyundai Motor Company announced on the 20th that it has signed a two-year strategic partnership with Rhizome, the digital art institution of the New Museum in New York, USA, to explore the possibilities of digital art.

The first joint curated exhibition under this partnership, "World on a Wire," is scheduled to be unveiled simultaneously on the 28th at Hyundai Motorstudio Beijing and on an online exhibition website.

World on a Wire is an exhibition showcasing the potential and artistry of computer simulation technology through synthetic life forms and game characters created by artists. The exhibition presents artworks that span both online and offline spaces using digital technologies such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI).

The exhibition will be held at Hyundai Motorstudio Beijing, one of Hyundai Motor’s three global brand experience hubs, from the 28th of this month until April 5th of this year. It will also be shown in Moscow from April 1st to July 4th, and in Seoul from May 7th to August 8th.

Notably, the online exhibition will open simultaneously with the launch at Hyundai Motorstudio Beijing on the 28th, allowing visitors to enjoy various digital art pieces and participate in artist talk programs.

Lisa Phillips, Director of the New Museum, stated, "Rhizome specializes in capturing the latest digital art trends and creating both online and offline spaces to experience them. Through the partnership with Hyundai Motor, we have collaborated with promising artists to create an exhibition space that fits the spirit of our times," expressing her anticipation.

A Hyundai Motor official said, "We believe that art can enhance humanity’s understanding of the future. The partnership with Rhizome will provide new forms of cultural experiences and demonstrate the limitless possibilities brought by the fusion of art and cutting-edge technology."

Meanwhile, this collaboration is part of Hyundai Motor’s 'Art & Culture Initiative,' which centers on long-term partnerships with international art institutions such as the Tate Museum in the UK and the Los Angeles County Museum of Art (LACMA) in the USA.