Saturday, 30 May 2015
Redefining the 21st Century Museum: Immersive Technology, Hollywood Effects, and Fine Art Converge At The Petersen, Creating a Totally Unique Automotive Experience - See more at: http://globenewswire.com/news-release/2015/05/29/740585/10136575/en/Redefining-the-21st-Century-Museum-Immersive-Technology-Hollywood-Effects-and-Fine-Art-Converge-At-The-Petersen-Creating-a-Totally-Unique-Automotive-Experience.html#sthash.CfuVQK6r.dpuf
Redefining the 21st Century Museum: Immersive Technology, Hollywood Effects,
and Fine Art Converge At The Petersen, Creating a Totally Unique
Automotive Experience
Museum announces partnerships with top global brands that will
introduce innovative new technologies and fine art exhibits,
experiences never before seen in a museum setting.
- See more at: http://globenewswire.com/news-release
e/2015/05/29/740585/10136575/en/Redefining-the-21st-Century
-Museum-Immersive-Technology-Hollywood-Effects-and-Fine-Art-Converge-At-The-Pete
seen in a museum setting.
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May 29, 2015 13:32 ET | Source: Petersen Automotive Museum
Los Angeles, May 29, 2015 (GLOBE NEWSWIRE) -- The Petersen Automotive
Museum proudly announces several new partnerships with some of the
world's most prominent brands, including BMW, Maserati, Ford Motor
Company, Lucas Oil and Landi Renzo. These companies join Automobile
Club of Southern California, Microsoft's Forza/Xbox brands and
Belkin's Linksys division as valued supporters of the museum's
re-birth. When the totally transformed museum reopens to the
public in December 2015, its world-class partners and
innovative use of state-of-the-art connectivity and multi-media
will set a new international standard for automotive museums.
The Armand Hammer Foundation Art Gallery will be presented by
BMW, which will feature a revolving display of pieces from BMW's
world-famous Art Car Collection. In 1975, the program started
when race car driver and art lover Hervé Poulain collaborated
with BMW to use a BMW race car as a canvas for Alexander Calder.
Over the next 40 years, some of the world's most talented
artists such as Frank Stella, Roy Lichtenstein, Andy Warhol,
Jeff Koons, and Jenny Holzer have created BMW Art Cars, of
which there are currently 17, using various BMW race and
street models. The collection represents a fascinating
intersection of fine art, automotive design and cutting-edge technology.
Maserati, the 100-year-old Italian luxury automotive
manufacturer, was also announced as a partner and will
collaborate with The Petersen on a robust educational
exhibit. The Design to Production display, located
prominently on the museum's second floor, will show how
a Maserati evolves from concept and raw materials to chassis,
drivetrain, interior, and -- finally -- finished car
in a unique exhibit using real concepts, prototypes, and
production vehicles, courtesy of the Trident.
The Petersen will also be the exclusive home of a prototype
Ford GT Supercar. Ford Motor Company rocked the automotive
press -- and the world -- when it unveiled its vision for a
new supercar at the 2015 Detroit Auto Show. The new GT's
technological evolution will be displayed, dating back to
the Le Mans-winning 1966 Ford GT. This will be the only
"permanent" installation for the new GT Supercar before
the car hits Ford showrooms in late 2016.
The Automobile Club of Southern California (AAA) is
lending its vast historical resources to help convey
the story of how the automobile defined Southern California.
While many cities literally grew up or are rooted at
a central place, the car's popularity made Southern
California expand horizontally. More than anywhere else
in the world, the Southern California lifestyle and culture
are indelibly shaped by the automobile. The Auto Club's
archives document this impact and influence.
Lucas Oil, the leading manufacturer of petroleum additives
and oils for high-performance engines, will proudly sponsor
the Petersen Motorsports Gallery. With a tremendous presence
in motorsports as well as owning MAVTV, a television network
with its roots in the automotive world, Lucas Oil will benefit
the Motorsports Gallery as a strong partner who will bring
content and a motorsports programmatic approach to The Petersen.
The Petersen and Microsoft Xbox announced the Forza Motorsport
Experience. Visitors to the 1,500 square-foot simulation room
will be able to experience legendary racing circuits from behind
the wheel of state-of-the-art Forza Motorsport simulators,
or experience the beauty of the automobile up close in ForzaVista™.
The experience will open in the museum this December, with
plans to create programmatic and event experiences to follow
thereafter. To learn more about Forza Motorsport, visit ForzaMotorsport.net.
Also, Belkin International's Linksys brand has partnered
with The Petersen to provide state-of-the-art networking,
Wi-Fi and security capabilities for the new museum. An array
of sophisticated network switches, Wi-Fi access points and
an entirely new security camera upgrade will be part of the
content infrastructure of the new museum. The Petersen/Linksys
partnership will allow for a 21st century patron experience wher
e accessing data, social network posting and other online
activities from mobile devices are ensured to be seamless
experiences. In addition, the museum plans on enhancing
the practical museum-going experience with augmented
reality: content viewed on a personal, mobile device,
and only made possible by precision planning of Wi-Fi services.
Italian company Landi Renzo, a maker of eco-friendly
engines best known for its compressed natural gas (CNG)
powerplants, will sponsor The Petersen's Alternative Fuels
gallery in its opening year.
Media partners are The Enthusiast Network (TEN) and Bonnier
Corporation. Plans are for TEN to house its photo archive --
which includes historical Petersen Publishing material --
at the museum. This material will be digitized as part of
the museum's dedication to historical preservation. TEN is
also the presenting sponsor of the Hot Rod Gallery. The Bonnier
Motorcycle Group is the presenting sponsor of the Richard
Varner Family Motorcycle Gallery.
Since 1994, The Petersen has been the benchmark for automotive
museums. Its diverse vehicle collection, diorama-based
Streetscape, and educational-outreach programs effectively
communicated how the automobile impacted life in Southern
California and beyond for over 20 years. As technology and
visitor expectations evolve, the museum is reinventing
itself to deliver a new experience. The New Petersen
will meld the art and engineering of history's fastest
and most beautiful automobiles with cutting-edge technology
, including augmented reality and realistic simulators to
redefine the 21st century museum experience. The Petersen
is currently on schedule to complete its year-long total
transformation in December 2015. The Wilshire Boulevard
building, the western entrance to "Museum Row," promises
to be one of the truly iconic architectural designs in
Los Angeles.
Select partnership opportunities still remain for The New
Petersen. For more information about The Petersen Automotive
Museum, please visit www.petersen.org or call 323/930-CARS.
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