Hyundai Artlab


Hyundai Commission: Cecilia Vicuña: Brain Forest Quipu Installation View at Tate Modern 2022. Photo © Tate Photography (Matt Greenwood)



What it was: double the Editorial and Design program for a global presence in the art world that supports exhibitions at the Tate (London), LACMA (Los Angeles), MMCA (Seoul), and the Whitney Museum (New York).

What we did:
  • Perform a team-wide audit to understand pain points of program and product launch pipeline
  • Present, pitch, land, and implement a new team-wide CRM
  • Provide as-needed content strategy, editorial leadership, and copy

Result:
  • New internal CRM launched in one month that doubled the content and product output in half the time
  • Successfully launched new initiatives on the site, including the Artlab Editorial Fellowship and Virtual Horizons

Press:
Ocula (2023), Eflux (2023)

Hyundai Motor has celebrated and supported the global art world for more than a decade. With foundational partnerships with museums and cultural organizations (MMCA, Tate, LACMA, the Whitney Museum, and the Korean Pavilion at the Venice Biennale), Hyundai Artlab’s program has scaled to include an Editorial platform dedicated to art writing by international voices and open calls. This includes the Artlab Editorial Fellowship; Virtual Horizons; the VH AWARD; and the Hyundai Blue Prize.

Their goal is to spark meaningful dialogue, cultivate empathy, and facilitate collaborations that connect across boundaries by supporting art that inspires us all. Hyundai Artlab’s work is done in collaboration with Digital Counsel.





Choe U-Ram, Round Table, 2022, aluminum, artificial straw, machinery, motion capture camera, electronic device, 110 x 450 x 450 cm. Image provided by MMCA.






Installation view, Barbara Kruger: Thinking of You. I Mean Me. I Mean You. Courtesy of LACMA.




Yunchul Kim, Chroma V. Korean Pavilion, 2022. Courtesy of the artist. Photo by Roman März.





Installation photograph, “The Space Between: The Modern in Korean Art,” Los Angeles County Museum of Art, Sep 11, 2022–Feb 19, 2023. Photo © Museum Associates / LACMA.




© Hyundai Artlab, 2022-2024.
September 2022-February 2023
Code 22-17