Petersen Museum Announces Pixar Deal, Reopening

The brick and mortar ode to the auto is shifting into high gear
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Buoyed by a striking exterior redesign that’s getting lots of attention (see a video of the cladding below), the Petersen Museum is on a serious roll. The car museum’s board chairman, Peter Mullin, announced this week that the $125 million renovation, which includes a reworking of the interior galleries, offices, and restaurants, remains on budget and on time; the reopening is scheduled for December 5.

Speaking at the Concours d’Elegance awards this weekend in Pebble Beach, Mullins also touted news of the Drago family operating the Miracle Mile museum’s two restaurants and catering, the L.A. Times reports. Maybe the most thrilling news though is the Petersen’s partnership with Pixar, cemented by the studio’s film franchise, Cars.

The Pixar deal means branded displays throughout the new museum, as well as interactive exhibits–Owen Wilson will be one of the Cars stars to lend his voice to the new offerings. The Petersen has also secured sponsorship deals with companies including Ford, BMW, Xbox, and AIG Insurance. There will be no shortage of branding and logos throughout the museum thanks to the corporate relationships, but it will hopefully equate to lots of new flashy features that will attract that younger demo.