Hyundai Motor Opens 'Barbara Kruger' Exhibition at LACMA: "The Hyundai's 6th Project"

Sponsored by Hyundai Motor Company · Hosted by LACMA
33 Works by Barbara Kruger on Display Until July 17

Barbara Kruger Works
Photo by LA County Museum of Art

[Asia Economy Reporter Hyunseok Yoo] Hyundai Motor Company announced on the 21st that it will hold the sixth exhibition of ‘The Hyundai Project,’ a solo exhibition of Barbara Kruger, at the Los Angeles County Museum of Art (LACMA) from the 20th (local time) to July 17.

Co-curated by the Art Institute of Chicago, the Museum of Modern Art in New York, and LACMA, this exhibition comprehensively showcases the works of Barbara Kruger, who emerged in the late 1970s art scene and has sharply addressed themes such as power, consumerism, identity, and gender.

The exhibition features a total of 33 works, including a digital reinterpretation of Barbara Kruger’s iconic piece focusing on women’s social status and roles, 'Untitled (Your body is a battleground),' ▲ the artist’s early ‘Paste-Up’ series ▲ large-scale installations filling the exhibition rooms with printed vinyl wallpaper ▲ a multichannel video series where several videos are reassembled into one work ▲ and sound pieces.

Additionally, alongside large-scale installations set up on the safety fences of LACMA’s new building under construction and the exterior walls of the main building, the public art piece 'Untitled (Car)' utilizing the Hyundai Motor Company’s Ioniq 5 will be unveiled. This work is scheduled to travel around downtown LA during the exhibition period.

Thomas Schmeira, Vice President and Head of Customer Experience Division at Hyundai Motor Company, said, "Hyundai Motor Company and LACMA have presented various exhibitions to create spaces for dialogue, empathy, and collaboration beyond societal boundaries. Barbara Kruger’s works, which challenge absurd conventions, have inspired us greatly. Especially through the Ioniq 5 collaborative public art piece, which comes at a time when social interactions in public spaces have long been restricted, we can get closer to our customers, making this even more meaningful."

Michael Govan, Director of LACMA, said, "We are pleased to exhibit Barbara Kruger’s influential and special works as part of ‘The Hyundai Project,’ and we thank Hyundai Motor Company for supporting the opportunity for more people to enjoy art."

Meanwhile, Hyundai Motor Company has held numerous exhibitions and programs dealing with the fusion of art and technology through its long-term partnership with LACMA since 2015, and in 2019, it also presented the first Korean calligraphy exhibition held overseas.

In addition to its 10-year long-term sponsorship of LACMA in the U.S., Hyundai Motor Company continues to support the cultural and artistic community sincerely and mid- to long-term by maintaining global art projects and partnerships with world-renowned museums such as the 11-year sponsorship of Tate in the UK and the 10-year sponsorship of the National Museum of Modern and Contemporary Art in Korea.