Hyundai has partnered with the Chief Curator of the Museum of Latin American Art (MOLAA), Gabriela Urtiaga, and The Art of Elysium (AoE), to create an outdoor, drivable, and free art experience for Hispanic Heritage Month. The exhibit, DRIVEN: A Latinx Artist Celebration Presented by Hyundai, will take place from October 1 – 4, 2020 from 12 – 8 p.m. PT at the Hollywood Palladium Theater in Los Angeles.
Guests will be transported through South American landscapes where eight art installations created by multi-generational Latinx artists will be on display. An FM station with a playlist curated by KCRW’s Raul Campos will provide the soundtrack as guests explore. The Palisade, Sonata, and Elantra will also be on display with custom vehicle wraps designed by their partner artists. Tickets are available, while supplies last, at universe.com/Hyundai. The experience was developed and is being managed by Advantage.
“DRIVEN was created as a safe and immersive environment that explores what drives Latinx artists to create, and to showcase the influence their cultural legacy has on the city of Los Angeles,” said Angela Zepeda, CMO, Hyundai Motor America. “Through our partnership with AoE and MOLAA, we were able to tap into their extensive network to showcase talented artist’s work within the exhibit.”
DRIVEN is a continuation of Hyundai’s Hispanic Heritage Month activities, including partnering with the 43rd Congressional Hispanic Caucus Institute (CHCI) on a 5-year virtual leadership initiative, and hosting a workshop at the MOLAA’s Latino Comics Virtual Expo.