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, titled 'Hold' on October 13, 2026.
The installation transforms Tate Modern's Turbine Hall into an immersive sonic landscape using custom-built wind instruments, percussion, electronics, and sculptural objects.
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 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 the automaker's strategic focus on cultural sponsorship as a means to differentiate its brand and foster long-term relationships with diverse communities. This move aligns with broader industry trends where corporations are increasingly leveraging arts and culture to enhance their public image and engage with a wider audience. The multisensory installation by Tarek Atoui further solidifies Hyundai's commitment to artistic innovation and public access to contemporary art.

What we're watching

Cultural Engagement: How Hyundai's long-term investment in cultural partnerships will enhance its brand perception and customer engagement.
Artistic Innovation: Whether the multisensory approach of the Hyundai Commission will set a new standard for immersive art experiences.
Partnership Dynamics: The pace at which Hyundai and Tate will continue to collaborate on innovative projects beyond the current extension.