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Volkswagen Cultural Sponsoring: Energy that Powers Creativity

Junge Kunst, a work from the exhibition Persistent states, poached eggs, photographic rights: Vera Kox

What do New York's Museum of Modern Art and Wolfsburg’s Association of Young Art have in common? At first glance: not so much. The MoMA is world famous and is a must-visit destination for art lovers who want to see the works of Kandinsky, Cézanne, Picasso and well-known contemporary artists, like Björk. The Wolfsburg association, which is known as the Verein Junge Kunst in German, presents the works of artists who are just getting started in their careers. The MoMA is one of the world's leading museums for modern and contemporary art. The Verein Junge Kunst is a precious little gem in the art world. Despite their differences, the two organizations do have one thing in common: cultural funding from Volkswagen.

“Our goal is to open the world of art and culture to as many people as possible. To achieve this, we focus in particular on education programs that deepen people’s understanding of the power of art and foster creativity.”

Benita von Maltzahn Head of Culture and Society at Volkswagen Group Communications
Rain Room. The Random International artist group, MoMA, New York, 2013

The MoMA – together with the MoMA PS1, a museum that is devoted exclusively to contemporary art – is an excellent partner in this effort. And the reason for this is quite clear: “The MoMA and Volkswagen share the same idea of how we want to introduce people to culture,” Benita von Maltzahn said. “It is an idea that is new, progressive and future oriented.”

Museum of Modern Art

  1. Volkswagen as primary partner

    For several years now, Volkswagen has been the primary partner for the educational program of the MoMa, which was founded in 1929 as an educational institution. Today, people from all parts of the world who are interested in art can use the Internet to access the knowledge that the museum has to offer.

  2. Online seminars

    So far, people from more than 180 countries have learned about artists and their works in the museum's online seminars. They have also learned how art can be integrated into educational work with children and adolescents.

  3. Language barriers disappear

    China just recently joined the list of countries involved in the program. Seminars are now offered in Mandarin.

Wolfsburg’s Association of Young Art

  1. New forms of expression

    The Verein Junge Kunst in Wolfsburg also stands for access to culture. The association’s exhibitions showcase the work of young, unknown artists – and their new ideas and forms of expression.

  2. Volkswagen promotes young artists

    At its business locations, Volkswagen promotes young artists and the creation of art.

  3. Imagination is the driving force

    “It is vital for creativity to evolve in all sorts of different directions,” Benita von Maltzahn said. “Imagination is the driving force behind progress.”

Walking Panther (1904, private collection): A work from the exhibition Rembrandt Bugatti in The Staatliche Museen zu Berlin (National Museums in Berlin), 2014, photo: Janina Snatzke

Volkswagen's international sponsoring of visual arts and music creates major opportunities for artists: to boldly experiment and to introduce the public to unknown artists. This funding promotes cultural diversity, enabling the works of undiscovered artists like Rembrandt Bugatti and August Kopisch to be seen by broad audiences. Their exhibitions fascinate visitors to The Staatliche Museen zu Berlin (National Museums in Berlin), with whom Volkswagen established a partnership back in 2013.

A view of the exhibition August Kopisch, The Old National Gallery in Berlin, 2016, photo: David von Becker

To Volkswagen, cultural sponsoring means one other thing as well: Contributing the potential of its experts into multiyear partnerships and individual projects. In dialogues about cultural issues, car designers and futurologists are highly demanded discussion partners – with their views and their experience in the creative process.

Dresdner Kreuzchor Advent concert, photo: Matthias Krüger/Berlin

The Christmas holidays show just how much energy is found in culture. Volkswagen supports the musical and educational work of the Dresdner Kreuzchor (the young men's choir in the Church of the Holy Cross) in a multifaceted partnership. It was also a partner of the huge Christmas carol performance held on December 22 in the stadium used by the Dynamo Dresden soccer team. A total of 130 boys and young men in the famous choir and 22,000 inspired fellow singers – what a marvelous and resonant experience.

“Art and culture create an infinite number of opportunities to enrich society and the life of every individual. As a responsible company, it goes without saying that Volkswagen contributes to this.”

Benita von Maltzahn Head of Culture and Society at Volkswagen Group Communications