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.

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

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 where 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 or call 323/930-CARS.


The Petersen Automotive Museum Foundation is a 501(c)(3) nonprofit educational institution.  The Museum is located at 6060 Wilshire Boulevard (at Fairfax) in Los Angeles, California 90036. For general Museum information, call 323/930-CARS or visit the Museum's Web site at: