Hyundai Ioniq 5 gets artist Barbara Kruger’s tagline


  • The work of artist Barbara Kruger is dominated by typography, expressing strong points of view, like the packaged modern Ioniq 5 shown here.
  • The car is part of an exhibit at the Los Angeles County Museum of Art, part of Hyundai’s ongoing museum sponsorship.
  • After running through July 17, the Kruger exhibition will then travel to the Art Institute of Chicago and the Museum of Modern Art in New York.

    Barbara Kruger, one of the most influential living artists, has developed a deliberately didactic and supremely perceptive style of language, graphics and visuals that is endlessly copied and merchandised change. (“Obama Hope” by Shepard Fairey posters and Logo for skateboard/streetwear brand Supreme It would not exist without it. ) Her print work is intensely culturally critical, grounded in feminism, anti-racism, anti-capitalism and anti-homophobia (among others) and still resonates today.

    Kruger is currently the subject of a convincing investigation Los Angeles County Museum of Art (LACMA)), Barbara Kruger: I was thinking of you. I mean me.i mean you He will visit the Art Institute of Chicago and the Museum of Modern Art in New York in the coming years.

    Don’t worry, there are car angles.

    Hyundai is one of the main sponsors of this exhibition (and the museum itself). For this event, Krueger created a new work, Untitled (Car)Wrapped in text is a Hyundai Ioniq 5 electric sedan, all in his signature style.

    As it turns out, it wasn’t a disqualification. “Since the late 1990s, Kruger has City and school bus packages in New YorkLos Angeles and Cologne, Germany, addressing celebrity culture, art education, and power structures with vinyl,” said Rebecca Morse, co-curator of the exhibition and curator of Wallis Annenberg, LACMA’s photography department. The car packaging directly references the LACMA exhibition and uses Kruger’s black and green title graphic missing You. I mean me. I mean you. »

    Public Art Fund / Marianne Haders

    Barbara Kruger Art Bus

    As on the day of the exhibit, the car will be seen in front of a vintage Airstream food truck in the museum’s courtyard, as well as in the museum’s parking lot. It will also travel through Los Angeles during the exhibition. The main goal was to raise awareness of the show while giving the Ioniq 5 some visibility, which we didn’t mind at all since it’s one of our favorite new EVs. (Watch him in the street, Angelinos.)

    Krueger’s workplace often surprises people, so this fluidity fits with his challenging and secretive practice. “From billboards to bus shelters, building fences and vehicles, Krueger regularly speaks to the public in outdoor spaces,” Morse said. “By adopting a site primarily used for advertising, Krueger challenged audience expectations and created a powerful artistic experience. »

    Unlike her contemporaries, Jenny Holzer – whose work also uses the aphoristic style as a cultural critique – Kruger did not A BMW Art Car. But can such a thing go far? We can only hope. Although, as Barbara said, Whose hope? Whose fear? whose values? Whose justice?

    The Kruger exhibition opened at LACMA on March 20 and will run until July 17, 2022.

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