Hyundai begins arts drive with 11-year sponsorship of Tate Modern Turbine Hall

Tate Modern: Hyundai agrees to sponsor annual installations in the Turbine Hall
Tate Modern: Hyundai agrees to sponsor annual installations in the Turbine Hall

Hyundai has agreed a 11-year sponsorship deal with the Tate to support annual installations in the Tate Modern's Turbine Hall in London.

The partnership is Hyundai’s first major arts organisation sponsorship and the new series of annual installations by contemporary artists will be branded the 'Hyundai Commission', beginning in 2015.

Hyundai has entered into the partnership to showcase its commitment to "innovation" and the deal is the longest in the Tate’s history.

Maria Miller, the secretary of state for art and culture, media and sport, attended the unveiling of the partnership at an event this morning, which also featured Hyundai Motor vice-chairman Euisun Chung and Tate director Nicholas Serota.

Chung said: "At Hyundai we understand cars can connect with people emotionally and it is this same feeling that connects people to great art."

Serota added that the length of the sponsorship deal will give the Tate "an unprecedented opportunity to plan for the future".

Hyundai also revealed its support of art will now go "beyond the Turbine Hall" and extend to South America, the Asia Pacific region, the Middle East, Russia and Eastern Europe.

The car manufacturer has already partnered with the Tate’s Asia Pacific Acquisitions Committee to improve the museum’s holdings of art from Asia.

The acquisition consists of nine key works by South Korean artist Nam June Paik, who has explored humanity’s "ever-changing relationship with technology, from radio and television to robotics and computing".

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network