Hyundai Motor and MMCA Present PROJECT HASHTAG 2024, Exploring Contemporary Society with Game-Based Works

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Art & Design 202411141030 Hyundai Motor and MMCA Present PROJECT HASHTAG 2024, Exploring Contemporary Society with Game-Based Works

• PROJECT HASHTAG 2024 on view at National Museum of Modern and Contemporary Art, Korea from November 15, 2024, through April 27, 2025
• The two finalist teams, 'Wish Office' and 'Playing Art Method,' present projects with unique approaches to exploring contemporary society through game-based works
• PROJECT HASHTAG, which fosters interdisciplinary collaboration among creators, marks its fifth year under the partnership between Hyundai Motor and MMCA

• #Artlab
• #MMCA
• #Project Hashtag

SEOUL, November 14, 2024 - Hyundai Motor Company and the National Museum of Modern and Contemporary Art, Korea (MMCA) today announced the opening of the PROJECT HASHTAG 2024 exhibition at MMCA Seoul, running from November 15, 2024, to April 27, 2025.

This year's edition of PROJECT HASHTAG received a total of 148 applications from creators in diverse fields, including artists, curators, researchers and other cultural practitioners. The exhibition presents projects from the two finalists, 'Wish Office' and 'Playing Art Method,' that have taken unique approaches to exploring contemporary society through game-based works.

PROJECT HASHTAG 2024 engages visitors through the interactive medium of games, We hope this exhibition serves as a platform for meaningful dialogue between creators and visitors in the distinctive participatory realm of interdisciplinary experimentation.

Art Director of Hyundai Motor Company

'Wish Office' presents Wish World, a metaverse environment where everyone's wishes are fulfilled. Taking the form of a social experiment, this work, titled The Wishes, revolves around challenging realities of personal struggles in contemporary society through a game-like experience. Visitors have the option to submit their wishes which are processed through an AI classification system and delivered to the Wish World. The fate of this virtual world, whether it thrives or withers, depends on the submitted wishes. This work explores themes of frustration, desire, and hope and enables the visitors to reflect on the feelings of helplessness, powerlessness, and a need for recognition experienced by individuals today.

'Playing Art Method' presents a work under the same name, Playing Art Method, to explore questions that arise when video games are exhibited at museums. This work is an invitation to reconsider how games and artists who create them can be understood in the contemporary art ecosystem by investigating aspects of the process from when artists install game-based works to when audiences experience them. There is a playable gaming element that will allow the player to explore two different perspectives with a single controller along with a set of materials that will help visitors to interpret the meanings within the games.

Just as hashtags connect different subjects and people in our contemporary digital culture, PROJECT HASHTAG 2024 aims to bring together creators from diverse backgrounds to create new artistic synergies and expand the potential of contemporary art.

Director of MMCA

PROJECT HASHTAG 2024 will also include a range of programs and events to unfold with the exhibition, including artist talks, live game streaming sessions, docent-led programs with experts including poets, game researchers, and art critics, as well as game walkthrough workshops. A special program will also be held for the fifth anniversary of PROJECT HASHTAG early next year, inviting creators who participated in previous editions of PROJECT HASHTAG to discuss how their projects have evolved and the significance of interdisciplinary collaboration.

PROJECT HASHTAG was initiated in 2019 as part of Hyundai Motor's long-term partnership with MMCA. The project aims to foster interdisciplinary collaborations among next-generation creators from diverse genres. By providing a platform for cross-boundary discussions and the opportunity to organize an exhibition at MMCA Seoul, Hyundai Motor and MMCA support new forms of creativity and expression.

**All images must be accompanied by a credit line below and used only to illustrate an article or feature reviewing or reporting on PROJECT HASHTAG 2024. Any form of treatment and use of images for front covers may attract a fee and will require the prior authorization of the owner and copyright holder of the work. Please contact MMCA Press Office for such use: [email protected]

Image Credit:

- Image 1: PROJECT HASHTAG 2024. Photo: National Museum of Modern and Contemporary Art, Korea

- Image 2-3: Installation view of Wish Office, The Wishes, 2024. Photo: National Museum of Modern and Contemporary Art, Korea

- Image 4-5: Installation view of Playing Art Method, Playing Art Method, 2024. Photo: National Museum of Modern and Contemporary Art, Korea

Hee Chon
[email protected]
Global PR Corporate Strategy & Planning Team / Hyundai Motor Company

Disclaimer: Hyundai Motor Group believes the information contained herein to be accurate at the time of release. However, the company may upload new or updated information if required and assumes that it is not liable for the accuracy of any information interpreted and used by the reader.

About Hyundai Motor's Art Projects

For over a decade, Hyundai Motor Company has deepened its partnerships with global museums and cultural organizations, including the National Museum of Modern and Contemporary Art, Korea (MMCA), Tate, the Los Angeles County Museum of Art (LACMA), and the Korean Pavilion at the Venice Biennale. Most recently, Hyundai Motor announced a new 10-year partnership with the Whitney Museum of American Art to support the Whitney Biennial and the museum's newly launched Hyundai Terrace Commission. Hyundai Motor's own art initiatives include open-call programs such as the VH AWARD, the Hyundai Blue Prize, and Artlab Editorial, a digital platform dedicated to art writing by transnational voices. Our ongoing collaborations embrace the complexities of the cultural landscape by exploring new ideas and perspectives within and beyond the art ecosystem.

Visit artlab.hyundai.com or follow @hyundai.artlab #HyundaiArtlab to learn more about our partnerships and programs

About Hyundai Motor Company

Established in 1967, Hyundai Motor Company is present in over 200 countries with more than 120,000 employees dedicated to tackling real-world mobility challenges around the globe. Based on the brand vision 'Progress for Humanity,' Hyundai Motor is accelerating its transformation into a Smart Mobility Solution Provider. The company invests in advanced technologies such as robotics and Advanced Air Mobility (AAM) to bring about revolutionary mobility solutions, while pursuing open innovation to introduce future mobility services. In pursuit of sustainable future for the world, Hyundai will continue its efforts to introduce zero emission vehicles equipped with industry-leading hydrogen fuel cell and EV technologies.

More information about Hyundai Motor and its products can be found at:

https://www.hyundai.com/worldwide/en/ or Newsroom: Media Hub by Hyundai

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