Midnight Moment: Alfredo Jaar's A Logo for America at Times Square
Type: Entertainment & Performances, Public Art, Times Square Alliance
Event Location: Times Square Screens
Midnight Moment is the largest coordinated effort in history by the sign operators in Times Square to display synchronized, cutting-edge creative content on electronic billboards and newspaper kiosks throughout Times Square every night, from 11:57-midnight. The Times Square screens feature a new artist every month, so head to Duffy Square or Military Plaza for the best view. This month, the Times Square Advertising Coalition (TSAC) and Times Square Arts, in collaboration with the Solomon R. Guggenheim Museum, present a reenactment of Alfredo Jaar’s iconic 1987 intervention in Times Square, A Logo for America. Amidst Times Square’s context of advertising and commercial culture, Alfredo Jaar’s animation displays the statement “This is not America” emblazoned across the outline of the United States. Through an apparently contradictory juxtaposition, the work challenges the fact that the word “America” is routinely but erroneously applied to just one part of the American continent.