March 27, 2015

L.A. Museum in Deal With Hyundai to Spotlight Korean Art

The Los Angeles County Museum of Art has struck a 10-year sponsorship deal with automaker Hyundai that will drive exhibitions focused on Korean art and support the museum's art and technology program, reports the Los Angeles Times. Museum director Michael Govan called the agreement "unprecedented in its scale and longevity" for the institution, but he declined to specify the deal's monetary value, saying only that it is in "the millions of dollars."

The partnership follows similar Hyundai deals with London's Tate Modern and the National Museum of Modern and Contemporary Art in Seoul, the car company's home base. The art projects are an effort of Hyundai vice chairman Chung Eui-sun, the son of the company's billionaire chairman, Chung Mong-koo. Mr. Govan said engaging with the city’s Korean community, the largest of any U.S. city, has been a goal of his since he joined the museum.