LG Partners with Guggenheim Museum... New Award Established

[Image source=Yonhap News]

[Asia Economy New York=Special Correspondent Seulgina Jo] LG, leading with technology, has partnered with the Guggenheim, a representative of the arts. LG will join as a global partner of Guggenheim museums worldwide, including the New York Guggenheim Museum, which attracts over 1.1 million visitors annually. An ‘LG Guggenheim Award’ will also be newly established for artists engaged in innovative creative activities.

On the 1st (local time), LG announced the ‘LG-Guggenheim Global Partnership (Art&Technology Initiative)’ at the Guggenheim Museum in New York, USA, to sponsor the Guggenheim Museum for five years until 2027. As part of its brand activities, LG plans to discover and support the convergence of advanced technology and culture and arts, and contribute to opening a new chapter in the global art world through artist sponsorship.

This partnership involves three companies: LG Corp., LG Electronics, and LG Display. First, the LG brand will be exposed on tickets, brochures, and websites of Guggenheim museums worldwide, including New York, Europe (Bilbao, Spain; Venice, Italy), and the Middle East (Abu Dhabi, United Arab Emirates).

LG Corp. will establish the LG Guggenheim Award to present new artworks using new technologies annually. Artists engaged in innovative creative activities will be selected and awarded $100,000. An international committee composed of directors, curators, related scholars, and art experts from renowned museums will judge the award each year in collaboration with the Solomon R. Guggenheim Foundation. The first awardee will be announced next spring.

LG Electronics will support the discovery and nurturing of emerging artists. Every fall, together with the Guggenheim, it will select the ‘Emerging Artist of the Year’ and expand opportunities for imagination and creation by utilizing LG’s advanced technology, such as conducting artistic activities using OLED TVs. Additionally, LG Electronics will sponsor the newly established curator position (LG Electronics Assistant Curator) at the New York Guggenheim Museum to support research in digital art fields based on AI, augmented reality (AR), virtual reality (VR), NFTs, and other digital technologies.

LG Display will sponsor the YCC (Young Collector’s Council) party held by the Young Art Patrons Association at the Guggenheim Museum in New York and showcase the latest display technologies such as transparent OLED throughout the party. Transparent OLED, which achieves high transparency and clear image quality enough to replace traditional glass windows, is the only product mass-produced worldwide by LG Display.

[Image source=Yonhap News]

The partnership announcement event was also a surprise reveal at the YCC party held at the New York Guggenheim Museum. Registered as a UNESCO World Cultural Heritage site in 2019, the New York Guggenheim Museum is a representative landmark of New York designed with a spiral structure resembling a snail shell centered on the ceiling. It houses a vast collection of world-class artworks, including the largest Vasily Kandinsky collection in the world, as well as works by Pablo Picasso, Vincent van Gogh, Paul Gauguin, Claude Monet, Edgar Degas, and others.

The event was attended by about 400 people, including Richard Armstrong, Director of the Guggenheim Museum; Naomi Beckwith, Chief Curator of the Guggenheim Museum; YCC members and other key Guggenheim personnel; Taebong Yoon, Vice President and Head of North America at LG Electronics; and Yoonseok Lee, General Manager of HE at LG Electronics USA. Attendees took photos at a large photo wall implementing holograms with nine 55-inch transparent OLEDs provided by LG Display on the first floor of the venue, enjoyed cocktails inspired by the initials ‘OLED’ from the menu displayed on LG StanbyME at the main bar, and watched performances in front of a DJ booth equipped with an 83-inch OLED TV.

Naomi Beckwith, Chief Curator of the Guggenheim, said in her greeting, “We are honored to collaborate with LG for five years to support artists working at the intersection of art and technology. The ‘LG Guggenheim Partnership’ is expected to be highly meaningful to promising artists who will show new perspectives on how technology changes society and how society influences technological development.”

Seolhee Park, Senior Brand Specialist at LG Corp., stated, “LG, which pursues technology that moves people at the intersection of life, and Guggenheim, dedicated to discovering art that resonates with the times, share many similarities. We will support LG’s advanced technology in the realm of creativity to open possibilities for new experiences and help ‘technology’ become a medium and facilitator that expands the expression and experience of ‘art.’”

Meanwhile, through this partnership, LG domestic employees will receive benefits such as free admission to the Guggenheim Museum through lotteries and other methods.

This content was produced with the assistance of AI translation services.