Second Hyundai x Van Gogh Museum Connection Day

Hyundai and the Van Gogh Museum are organizing the second edition of the Hyundai x Van Gogh Museum Connection Day, helping to connect the elderly with the work and life of Vincent van Gogh. In this edition on 1 October, which coincides with the International Day of Older Persons, residents at care institutions in the province of Brabant will be surprised with a painting workshop focused on Van Gogh’s famous work The Potato Eaters.

Date 1 October 2021
Press release Second Hyundai x Van Gogh Museum Connection Day

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Getting to work in Brabant

Last year has shown that being able to enjoy art and culture is not always a given. Even now that the museums have reopened, the elderly are not always able to visit them independently.

This Hyundai x Van Gogh Museum Connection Day helps bring the art and stories from the Van Gogh Museum closer to the elderly. Workshop packages will be delivered to various care institutions in North Brabant – the province where Van Gogh lived and worked for many years - in Hyundai electric cars.

Each workshop package contains painting supplies and an instruction video to teach participants how to make their own version of The Potato Eaters (1885). The Van Gogh Museum’s autumn exhibition The Potato Eaters: Mistake or Masterpiece? is about that painting.

Video thumbnail — The residents of BrabantZorg Nieuwenhagen in Den Bosch participating in the workshop ‘painting like Van Gogh’. Video in Dutch.

The painting supplies for the workshops are provided by Royal Talens, member of the Van Gogh Museum Global Circle. The workshops are organised in collaboration with BrabantZorg, the Van Gogh Museum’s partner in the health and well-being sector.

Accessibility

Hyundai became the Van Gogh Museum’s partner in mobility in 2016. Accessibility is a key concern for both organisations. Thanks to the support of Hyundai, the Van Gogh Museum develops educational activities for vulnerable elderly people.

In addition to these activities, Hyundai also facilitates the Korean translation of the multimedia guide and the Korean edition of the museum guide.   

Additional information 

About the Van Gogh Museum
With more than 200 paintings, nearly 500 drawings and nearly all of his letters, the Van Gogh Museum in Amsterdam is home to the world’s largest collection of works by Vincent van Gogh. The permanent collection transports visitors on a journey through the life and work of Van Gogh and his contemporaries.

Every year, the museum welcomes many visitors from all around the world. The shared passion for Vincent van Gogh formed strong foundations for the partnership between the Van Gogh Museum and Hyundai. The car manufacturer also recognises the vital importance of sustainability, as does the Van Gogh Museum.

The partnership will allow Hyundai to introduce the brand’s electric models to a broad audience in the Netherlands and far beyond. In return, Hyundai’s sponsorship will contribute to the museum’s core activities.

About Hyundai
Hyundai offers the largest range of drivetrains on the market; from models with clean and efficient petrol engines to mild hybrid, full hybrid, plug-in hybrid, battery electric and even hydrogen-electric vehicles. Hyundai plans to fully electrify its global car line-up by 2040, and to become a CO2-neutral company by 2045.

The partnership with the Van Gogh Museum dovetails with Hyundai’s vision of collaborating with leading international museums in order to unite design and art.

Hyundai has already entered into partnerships with the Tate Modern in London, the Los Angeles County Museum of Art (LACMA) and the National Museum of Modern and Contemporary Art in Seoul, Korea.