Hyundai Extends Tate Partnership to 2036 with Multisensory Art…

Event summary

Hyundai Motor and Tate Modern opened the 11th Hyundai Commission, a multisensory installation by artist Tarek Atoui, on October 13, 2026.
The partnership between Hyundai Motor and Tate has been extended through 2036, marking the longest initial commitment from a corporate partner in Tate's history.
The installation, titled 'Hyundai Commission: Tarek Atoui: Hold,' transforms Tate Modern's Turbine Hall into an immersive sonic landscape.
The Hyundai Commission has attracted over 21.6 million visitors since its inception in 2014.

The big picture

Hyundai's extension of its partnership with Tate through 2036 underscores a strategic shift towards long-term cultural investment. This move aligns with broader industry trends where corporations leverage art and culture to enhance brand equity and foster public engagement. The multisensory installation by Tarek Atoui not only highlights Hyundai's commitment to artistic innovation but also positions the company as a key player in the intersection of technology and culture.

What we're watching

Brand Engagement: How Hyundai's long-term cultural investment will impact its brand perception and customer engagement.
Artistic Innovation: Whether the multisensory approach of the Hyundai Commission will set a new standard for future art installations.
Partnership Dynamics: The pace at which Hyundai and Tate will continue to collaborate on artistic and research initiatives.