The Guggenheim Young Collectors Council (YCC) hosted its 2025 party at the museum's New York rotunda, honoring Korean artist Ayoung Kim as the recipient of the LG Guggenheim Award. The event featured a multisensory experience with tarot readings, motion-capture avatars, a performance by YCC Artist Collaborator LaJuné McMillian using LG OLED technology, and a DJ set by Kito, drawing a crowd of artists, curators, and collectors including Naomi Beckwith, Ella Emhoff, Tschabalala Self, and Moses Sumney.
This annual party underscores the Guggenheim's strategic investment in cultivating a new generation of collectors and patrons, while the LG Guggenheim Award highlights the museum's commitment to bridging contemporary art with technology. The event's fusion of digital avatars, scent activations, and blue-chip art signals a broader trend in museums embracing immersive, tech-driven experiences to engage younger, affluent audiences and ensure institutional relevance.