Ford Korea hosted an art exhibition, “ART by MKZ,” May 23 to 25 to showcase the new premium mid-size sedan, which represents the future of the Lincoln brand. The MKZ art exhibition featured eight renowned Korean artists whose work includes painting, multi-media and sculpture. It offered an opportunity to experience Lincoln’s new design philosophy and its artistic merit.
The 30 pieces of artwork created by the featured artists under the theme “so different, so attractive,” reflect the messages of Lincoln’s design value – progress and sensation, transformation, reimagination and the coexistence of the past and future.
“Since it’s unveiling at the Seoul Motor Show in March, there has been a lot of interest in the all-new Lincoln MKZ, and we are excited to introduce the vehicle to the market,” said Jae Jung, president and CEO of Ford Korea. “Starting with this MKZ art exhibition, we will execute various activities on and offline to further demonstrate Lincoln’s artistic value and philosophy to customers.”
During the “ART by MKZ” event, Ford Sales and Service Korea ran differentiated programs from existing art collaboration marketing initiatives such as the MKZ docent program, offering expert explanations of the art work on display and its meaning to better understand the design elements of the MKZ from the artwork.
The three-day exhibition culminated with a charity auction during the final evening of the gallery event. A total of 17 pieces donated from participating artists of the “ART by MKZ” exhibition, sold at the auction. Proceeds from the auction benefit “Another Way of Seeing,” the Korean Art Association for the Blind’s art education programs for children.
Feedback from the 125 media representatives attending the event was overwhelmingly positive. “This art exhibition defines innovation,” wrote Jinsik Song of Kyunghyang Shinmun. “The combination between artists and an auto brand represents a fresh yet elegant approach in the name of Ford and Lincoln. To me, it was refreshing and I hope to see more of this type of event in the near future.”
Now available for sale in Korea, the MKZ received multiple requests for test drives. With a sweeping profile, MKZ incorporates one of the world’s widest-opening retractable glass roofs, which drew the attention of Kyungdon Joo of JoongAng Economy. “While all features of the all-new Lincoln MKZ are quite impressive, the Retractable Panoramic Roof really caught my eyes. The glass panel . . . is definitely an attention-stealer in my opinion.”