The drive-thru experience is being adapted for everything from fine dining and medical clinics to art exhibitions and Hyundai is celebrating Hispanic Heritage Month with an outdoor museum of its own that invites people to drive by. In partnership with Gabriela Ortega, the chief curator of the Museum of Latin American Art (MOLAA) and nonprofit Art of Elysium (AoE), Hyundai created nine installations that people can safely experience from their own vehicles.
Driven: A Latinx Artist Celebration presented by Hyundai took place over the course of a few days at the Hollywood Palladium Theater. With AoE and MOLAA, Hyundai created an immersive way for people to drive through an experience that was based on a road trip through Latin American and South American landscapes.
Drive-Thru Outdoor Museums
Hyundai’s Museum Celebrates Latinx Artists for Hispanic Heritage Month
Trend Themes
1. Drive-thru Art Exhibitions - The drive-thru concept is being embraced by art galleries and museums to offer a safe way for people to view exhibits from their own vehicles.
2. Cultural Celebrations in a Drive-thru Format - Corporations are finding creative ways to pivot to a drive-thru experience in order to celebrate cultural events while adhering to social distancing guidelines.
3. Collaborations with Nonprofits and Curators - Companies are partnering with nonprofits and museum curators to bring immersive experiences to individuals while maintaining safety measures.
Industry Implications
1. Art Exhibitions and Museums - Art exhibitions and museums can benefit from embracing a drive-thru format to offer safe, unique and immersive experiences to visitors.
2. Automotive - Automotive industry can leverage drive-thru concept for new revenue opportunities such as hosting cultural events and collaborations with art institutions.
3. Nonprofits - Nonprofits can explore how adopting the drive-thru concept can enhance current and future events while prioritizing attendee safety.