HYUNDAI MOTOR CONNECTS ART AND TECHNOLOGY THROUGH PIONEERING NEUROSCIENCE CONCEPT WITH LACMA

Posted on 19. Sep, 2017 by in Hyundai Canada

  • Hyundai Motor and Los Angeles County Museum of Art (LACMA) to benefaction Jonathon Keats’ The Roadable Synapse, a initial neuroscience-applied judgment automobile during a ‘Art+Technology LAB’
  • Link between art and neuroscience record portrayed around audio effects of a Hyundai IONIQ


August 21, 2017 –
Hyundai Motor is gratified to announce a stability partnership with a Los Angeles County Museum of Art (LACMA), introducing The Roadable Synapse as partial of a ‘Art+Technology LAB’. The plan examines how a fields of art and record intersect by a artist’s prophesy for a neuroscientifically-driven judgment car.

Hyundai Motor worked with unpractical artist Jonathon Keats to allege The Roadable Synapse idea, that presents a suppositional choice to driverless automobile technology. Technical advisors from a South Korean automobile manufacturer worked with a artist to examine how a user’s cognitive processes could be interpreted to yield novel feeling practice while driving.

The Roadable Synapse is desirous by Keats’ ongoing questions about a growth of driverless cars and their effects on automobile record and culture. Keats’ inquiries led him to brand 4 comforts that intensify a couple between art and neuroscience technology.

In Keats’ concept, this tie was done perceptible as tractable audio effects generated by a Hyundai IONIQ that kindle a user’s notice while driving. Vehicle speed is conveyed to a motorist by adjusting a dash of a soundtrack personification on a stereo system; autobody aerodynamics are conveyed by adjusting a left-right orator balance, automobile RPM with an boost or diminution in soundtrack pitch, and pushing potency by a turn of audio distortion.

Hyundai Motor is a presenting unite of a ‘Art+Technology LAB’ program, that is also upheld by record companies including Google, SpaceX, Accenture, and NASA’s Jet Propulsion Lab (JPL). This module originates from a mythological ‘Art and Technology Program’ that ran from 1967 to 1971 and concerned universe eminent artists such as James Turrell, Roy Lichtenstein, Robert Irwin, Andy Warhol, and Claes Oldenberg.

Hyundai Motor participated in a beginning from 2015 as partial of a long-term partnership with LACMA, commencing with ‘The Hyundai Project during LACMA’. Since then, some-more than 20 artists have perceived extend appropriation and technical support for ideas that mix art and technology.

In April, a Hyundai Santa Fe automobile was used by a 3D scanning studio – ScanLAB Projects – in their Post-lenticular Landscapes ‘Art+Technology LAB’ project. This vaunt prisoner immeasurable panoramas of Yosemite National Park and converted them into a digital diorama that was presented inside a car.

“Spearheaded by Project IONIQ, Hyundai Motor’s ongoing joining is to emanate innovative mobility solutions enabling transformation that is wholly giveaway of limitations, enhancing a destiny lifestyles of a customers,” John Suh, Vice President during Hyundai Motor, said. “We are constantly exploring how new forms of mobility can assistance us overcome stream travel limitations. Engaging with art and record projects allows us to try this margin in wholly new ways.”

“For me, this partnership has presented a conspicuous event to try a destiny of travel with a organisation that is during a forefront of that industry,” says Keats. “I have benefited severely from a imagination of John Suh and Hyundai engineers, as good as a support of LACMA, all of that has authorised me to plea required meditative with The Roadable Synapse.”

Besides a Art+Technology LAB, Hyundai has upheld LACMA by art and record exhibitions and acquisitions, Korean art studies, imitation on direct publications, and many other initiatives. In addition, Hyundai Motor is partnered with Tate Modern in London, UK, and MMCA, a Museum of Modern and Contemporary Art, in Seoul, Korea. Each organisation forms partial of an altogether plan to minister to a growth of a tolerable art sourroundings that delivers impulse and singular practice to all areas of a world.

Coming adult in October, a ‘Hyundai Commission’ during Tate Modern will exhibit an designation work by Danish artists SUPERFLEX, followed by a opening of a ‘MMCA Hyundai Motor Series’ in Korea with artist and film executive Heungsoon Im in November.

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About a Art + Technology Lab
Inspired by a suggestion of LACMA’s strange Art and Technology module (1967-1971), that interconnected artists with record companies in Southern California, a Art + Technology Lab during LACMA supports artist experiments with rising technology. Through a sponsors, a Lab provides grants, in-kind support, and comforts during a museum to rise new artist projects. To date, some-more than 20 artists from around a world, including Ghana, Ireland, Korea, Mexico, a United Kingdom, a United States, and Switzerland, have perceived awards by a Art + Technology Lab.
http://www.lacma.org/LAB

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