QPAC + Hyundai: Innovation and Performance unite
Hyundai Motor Company Australia and QPAC have been proud partners since 2016. The two companies joined forces in an ongoing commitment to grow community participation in the performing arts.
Hyundai Motor Company globally has forged key long-term partnerships with other museums around the world since 2013, including the National Museum of Modern and Contemporary Art in Korea (MMCA), the Tate in London and the Los Angeles County Museum of Art (LACMA). The aim is to support the development of the global art scene and contribute to the establishment of a sustainable art environment, delivering inspiration and unique experiences to the world. The local partnership with QPAC shows Hyundai Australia’s commitment to a similar ideal in this country.
Hyundai Motor Company Australia’s Regional General Manager, Martin Him, said that his company believed in supporting organisations whose efforts focus on providing communities with an enriched cultural experience.
“Whether it’s the Australian Football League (AFL), the iconic Aussie sport of surfing, championing women in sport, or supporting numerous children’s charities through our Hyundai Help for Kids programme, Hyundai loves to partner with organisations that make a difference to peoples’ lives,” Mr Him said. “QPAC’s commitment to making the arts accessible to the wider community is something that fits perfectly with our efforts in ensuring that excellence in car design, safety and performance is available for all.”
Since it was founded in 1967, Hyundai Motor Company has been a pioneer in the development of industry-leading automotive technologies. It is Hyundai’s progressive spirit that has made it one of the leaders in future mobility. Hyundai’s accelerated progress doesn’t come from just copying what’s been done before, it comes from the core of why the company exists – the company mantra expressed by the global brand statement, ‘Progress for Humanity’.
Through challenging the conventions of mobility, Hyundai strives to give back to society and to make every moment truly worthwhile and rewarding.
This shared commitment to progress for humanity unites QPAC and Hyundai through common goals. Together, the two organisations have forged a lasting legacy on and off the stage, from the spectacular performances to the remarkable digital signage adorned on QPAC’s façade.
After more than 30 years of advertising our performances via eight-meter tall banners, the signing of Hyundai’s partnership in 2016 came as a driving force in the installation of the large digital screens that remain on the outside of the QPAC building for all to see. This push for progress and innovation delivered substantial impact. For QPAC it represents an ever-changing window into what’s on in the theatres and constantly invites the outside in. QPAC’s digital screens are a tangible demonstration of the two organisations’ ongoing commitment to connection, innovation and performance.
QPAC Chief Executive John Kotzas said QPAC is proud to continue its long-standing partnership with the industry-leading automotive company.
“Enduring partnerships are important to us as we’re so passionate about consistently delivering the very best in live performance experiences for our community,” he said. “Ongoing commitment by Hyundai as a Principal Partner allows us to plan, program and invest in the arts to ensure we are always creating, supporting and presenting world class art on our stages.”
For Hyundai, the parallels between creativity and innovation in the arts, and the design, form and function in its own products are clear.
“At Hyundai, the idea of progress for humanity guides us in our investments and drives our innovations,” continues Martin Him. “This pledge is driven by an understanding of peoples’ needs. Our aim is to know what our customers will love before it’s even thought of, and design for that need better than customers could ever imagine. At Hyundai, we’re constantly imagining what better will look like tomorrow, so that everyone can access & benefit from it today.”
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