Hyundai has partnered with the chief curator of the Museum of Latin American Art (MOLAA) on a safe, free drive-thru art experience, Driven: A Latinx Artist Celebration, at the Hollywood Palladium Theater.
The project is a collaboration between Gabriela Urtiaga, chief curator of MOLAA, Hyundai, and the Art of Elysium (AoE), a nonprofit providing community arts programmes.
Driven will be an outdoor, drivable and free art experience to celebrate Hispanic Heritage Month, taking place from October 1 to 4 at the Hollywood Palladium Theater in LA.
Visitors will embark on a journey through South American landscapes, where eight art installations created by multi-generational Latinx artists will be displayed.
The experience, developed and managed by Advantage, will be accompanied by a soundtrack curated by radio station KCRW’s Raul Campos.
In addition, Hyundai’s Palisade, Sonata and Elantra will be on display with custom vehicle wraps designed by their partner artists.
Drive-thru to celebrate Hispanic Heritage Month
“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 of 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.”
Elsewhere, the US House of Representatives have approved legislation to establish a National Museum of the American Latino in Washington, DC, as part of the Smithsonian Institution.